CHICAGO, Nov. 01, 2022 (GLOBE NEWSWIRE) — Basis Technologies (https://basis.net), a leading provider of cloud-based workflow automation and business intelligence software for marketing and advertising, today brought cookie-free conversion attribution to its customers. For programmatic advertising enabled through the Basic Platform, marketers can create a universal pixel that tracks click-through conversions even if third-party cookies aren’t supported for a given web user. The pixel is operated in compliance with data protection regulations and tracks both standard and cookieless conversion attribution.
Consumers have raised concerns about privacy breaches due to cookies tracking their browsing behavior. As a result, most major browsers have already blocked third-party cookies, and Google Chrome is expected to follow in 2024. However, digital marketers rely heavily on conversion tracking cookies to indicate a campaign’s performance and return on ad spend. Marketers need alternative solutions to measure conversions in compliance with data protection regulations. Cookie-free conversion attribution in Basis gives advertisers a one-year preparation to normalize campaign measurement without cookies and without causing friction in current campaign processes.
“Tracking, attribution, and reporting of conversions without cookies is becoming an industry standard. To continue to do their jobs, demanding advertisers need solutions that meet this challenge,” said Ian Trider, VP of RTB Platform Operations, Basis Technologies. “With increasing privacy concerns, the enactment of new regulations and browsers blocking third-party cookies, Basis Technologies helps media teams run smoothly. compliant manner and in major Internet browsing environments that block cookies.”
It is based on a suite of integrated applications that automate manual processes, standardize business processes and…
