As the cookie deadline nears, eMarketer analyst Evelyn Mitchell reports on how marketing teams need to think about ad measurement challenges for digital display in 2024. Marketers need to go beyond first-party cookies since there is just not enough scale. Creating a portfolio approach of first-party data and probabilistic graphs gives brands a better view of consumer patterns and improves outcomes. According to the 33Across Q2 Cookie Alternative Report, cookieless identifiers are a smart approach since they cost less and help advertisers prepare for when cookies are deprecated. In this article, eMarketer lists ad measurement challenges marketers face.