tracks real people

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The solution to the cross-device problem came from platforms like Facebook and Google in the form of identity resolution, or what's known as people-based measurement. Google and social media platforms like Facebook had an inherent advantage: the logged-in user. Unlike cookies, people-based marketing across devices using logged-in user data. This allowed marketers to reach real people through web browsers, mobile apps, or locations and track offline transactions.The Future of Digital Marketing Measurement
There's no doubt we've come a long way since the early days of chinese overseas america data the internet, but digital marketing measurement still has a long way to go if it's to thrive in an ever-evolving multi-channel world. So, what will the digital marketing measurement of the future look like?

Marketing measurement appears to be evolving toward a combination of many of the techniques we've described:

Multi-Touch
Unlike last-click attribution, which focuses only on the bottom of the funnel, and first-click attribution, which focuses only on the top of the funnel, multi-touch attribution models consider multiple touchpoints and paint a more complete picture of the customer journey.