In privacy-focused advertising, what is the most appropriate approach to evaluate ad campaign success?

In privacy-focused advertising, the most appropriate approach to evaluate ad campaign success involves a focus on aggregated, anonymized data and contextual relevance, rather than individual user tracking and attribution. This means emphasizing metrics like overall impressions, click-through rates (CTR) based on search queries, and conversion rates measured without identifying individual users. Focusing on these metrics allows advertisers to understand the overall effectiveness of their campaigns without compromising user privacy. Instead of relying on traditional attribution models that track users across the web, privacy-focused evaluation may involve techniques like marketing mix modeling or incrementality testing, which assess the overall impact of advertising on sales or other outcomes without tracking individual user behavior.