{"id":295,"date":"2025-05-12T19:33:17","date_gmt":"2025-05-13T03:33:17","guid":{"rendered":"https:\/\/attrisight.com\/?p=295"},"modified":"2025-05-12T19:33:17","modified_gmt":"2025-05-13T03:33:17","slug":"%e5%90%8e-cookie-%e6%97%b6%e4%bb%a3%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%96%b0%e7%ad%96%e7%95%a5-2025","status":"publish","type":"post","link":"https:\/\/attrisight.com\/zh\/%e5%90%8e-cookie-%e6%97%b6%e4%bb%a3%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%96%b0%e7%ad%96%e7%95%a5-2025\/","title":{"rendered":"\u540e \"Cookie \"\u65f6\u4ee3\u7684\u8425\u9500\u5f52\u56e0\uff1a2025 \u5e74\u7684\u65b0\u6218\u7565"},"content":{"rendered":"\u968f\u7740\u7b2c\u4e09\u65b9 Cookie \u7684\u6d88\u5931\uff0c\u4f20\u7edf\u7684\u8425\u9500\u5f52\u56e0\u6a21\u578b\u6b63\u5728\u88ab\u98a0\u8986\uff0c\u8feb\u4f7f\u4f01\u4e1a\u91c7\u7528\u65b0\u7684\u8861\u91cf\u65b9\u6cd5\u3002\u672c\u6307\u5357\u5c06\u63a2\u8ba8 2025 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href=\"https:\/\/attrisight.com\/zh\/%e5%90%8e-cookie-%e6%97%b6%e4%bb%a3%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%96%b0%e7%ad%96%e7%95%a5-2025\/#Case_Example_Travel_Companys_Privacy_Infrastructure\" >\u6848\u4f8b\uff1a\u65c5\u6e38\u516c\u53f8\u7684\u9690\u79c1\u57fa\u7840\u8bbe\u65bd<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-26\" href=\"https:\/\/attrisight.com\/zh\/%e5%90%8e-cookie-%e6%97%b6%e4%bb%a3%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%96%b0%e7%ad%96%e7%95%a5-2025\/#4_AI_and_Machine_Learning_Integration\" >4. \u4eba\u5de5\u667a\u80fd\u548c\u673a\u5668\u5b66\u4e60\u96c6\u6210<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-27\" href=\"https:\/\/attrisight.com\/zh\/%e5%90%8e-cookie-%e6%97%b6%e4%bb%a3%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%96%b0%e7%ad%96%e7%95%a5-2025\/#AI-Powered_Attribution_Capabilities\" 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href=\"https:\/\/attrisight.com\/zh\/%e5%90%8e-cookie-%e6%97%b6%e4%bb%a3%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%96%b0%e7%ad%96%e7%95%a5-2025\/#Implementing_a_Post-Cookie_Attribution_Framework\" >\u5b9e\u65bd Cookie \u540e\u5f52\u56e0\u6846\u67b6<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-31\" href=\"https:\/\/attrisight.com\/zh\/%e5%90%8e-cookie-%e6%97%b6%e4%bb%a3%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%96%b0%e7%ad%96%e7%95%a5-2025\/#Phase_1_Assessment_and_Foundation\" >\u7b2c\u4e00\u9636\u6bb5\uff1a\u8bc4\u4f30\u548c\u57fa\u7840<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-32\" href=\"https:\/\/attrisight.com\/zh\/%e5%90%8e-cookie-%e6%97%b6%e4%bb%a3%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%96%b0%e7%ad%96%e7%95%a5-2025\/#Current_State_Analysis\" >\u73b0\u72b6\u5206\u6790<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-33\" href=\"https:\/\/attrisight.com\/zh\/%e5%90%8e-cookie-%e6%97%b6%e4%bb%a3%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%96%b0%e7%ad%96%e7%95%a5-2025\/#Strategic_Planning\" >\u6218\u7565\u89c4\u5212<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-34\" href=\"https:\/\/attrisight.com\/zh\/%e5%90%8e-cookie-%e6%97%b6%e4%bb%a3%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%96%b0%e7%ad%96%e7%95%a5-2025\/#Phase_2_First-Party_Foundation\" >\u7b2c\u4e8c\u9636\u6bb5\uff1a\u7b2c\u4e00\u65b9\u57fa\u7840<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-35\" href=\"https:\/\/attrisight.com\/zh\/%e5%90%8e-cookie-%e6%97%b6%e4%bb%a3%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%96%b0%e7%ad%96%e7%95%a5-2025\/#Data_Collection_Enhancement\" >\u6570\u636e\u6536\u96c6\u589e\u5f3a<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-36\" href=\"https:\/\/attrisight.com\/zh\/%e5%90%8e-cookie-%e6%97%b6%e4%bb%a3%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%96%b0%e7%ad%96%e7%95%a5-2025\/#Identity_Resolution\" >\u8eab\u4efd\u89e3\u6790<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-37\" href=\"https:\/\/attrisight.com\/zh\/%e5%90%8e-cookie-%e6%97%b6%e4%bb%a3%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%96%b0%e7%ad%96%e7%95%a5-2025\/#Phase_3_Modeling_Implementation\" >\u7b2c\u4e09\u9636\u6bb5\uff1a\u5efa\u6a21\u5b9e\u65bd<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-38\" href=\"https:\/\/attrisight.com\/zh\/%e5%90%8e-cookie-%e6%97%b6%e4%bb%a3%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%96%b0%e7%ad%96%e7%95%a5-2025\/#Model_Development\" >\u6a21\u578b\u5f00\u53d1<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-39\" href=\"https:\/\/attrisight.com\/zh\/%e5%90%8e-cookie-%e6%97%b6%e4%bb%a3%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%96%b0%e7%ad%96%e7%95%a5-2025\/#Technical_Infrastructure\" >\u6280\u672f\u57fa\u7840\u8bbe\u65bd<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-40\" href=\"https:\/\/attrisight.com\/zh\/%e5%90%8e-cookie-%e6%97%b6%e4%bb%a3%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%96%b0%e7%ad%96%e7%95%a5-2025\/#Phase_4_Organizational_Enablement\" >\u7b2c\u56db\u9636\u6bb5\uff1a\u7ec4\u7ec7\u652f\u6301<\/a><ul class='ez-toc-list-level-4' ><li class='ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-41\" href=\"https:\/\/attrisight.com\/zh\/%e5%90%8e-cookie-%e6%97%b6%e4%bb%a3%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%96%b0%e7%ad%96%e7%95%a5-2025\/#Team_Capability_Development\" >\u56e2\u961f\u80fd\u529b\u53d1\u5c55<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-4'><a class=\"ez-toc-link ez-toc-heading-42\" href=\"https:\/\/attrisight.com\/zh\/%e5%90%8e-cookie-%e6%97%b6%e4%bb%a3%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%96%b0%e7%ad%96%e7%95%a5-2025\/#Process_Integration\" >\u6d41\u7a0b\u96c6\u6210<\/a><\/li><\/ul><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-43\" href=\"https:\/\/attrisight.com\/zh\/%e5%90%8e-cookie-%e6%97%b6%e4%bb%a3%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%96%b0%e7%ad%96%e7%95%a5-2025\/#Implementation_Timeline\" >\u5b9e\u65bd\u65f6\u95f4\u8868<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-44\" href=\"https:\/\/attrisight.com\/zh\/%e5%90%8e-cookie-%e6%97%b6%e4%bb%a3%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%96%b0%e7%ad%96%e7%95%a5-2025\/#Case_Study_Consumer_Brands_Post-Cookie_Attribution_Transformation\" >\u6848\u4f8b\u7814\u7a76\uff1a\u6d88\u8d39\u8005\u54c1\u724c\u5728 Cookie \u5f52\u56e0\u540e\u7684\u8f6c\u578b<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-45\" href=\"https:\/\/attrisight.com\/zh\/%e5%90%8e-cookie-%e6%97%b6%e4%bb%a3%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%96%b0%e7%ad%96%e7%95%a5-2025\/#The_Challenge\" >\u6311\u6218<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-46\" href=\"https:\/\/attrisight.com\/zh\/%e5%90%8e-cookie-%e6%97%b6%e4%bb%a3%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%96%b0%e7%ad%96%e7%95%a5-2025\/#The_Approach\" >\u65b9\u6cd5<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-47\" href=\"https:\/\/attrisight.com\/zh\/%e5%90%8e-cookie-%e6%97%b6%e4%bb%a3%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%96%b0%e7%ad%96%e7%95%a5-2025\/#The_Results\" >\u7ed3\u679c<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-48\" href=\"https:\/\/attrisight.com\/zh\/%e5%90%8e-cookie-%e6%97%b6%e4%bb%a3%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%96%b0%e7%ad%96%e7%95%a5-2025\/#Expert_Perspective_The_Future_of_Attribution\" >\u4e13\u5bb6\u89c2\u70b9\uff1a\u5f52\u56e0\u7684\u672a\u6765<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-49\" href=\"https:\/\/attrisight.com\/zh\/%e5%90%8e-cookie-%e6%97%b6%e4%bb%a3%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%96%b0%e7%ad%96%e7%95%a5-2025\/#Embracing_Multiple_Methodologies\" >\u91c7\u7528\u591a\u79cd\u65b9\u6cd5<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-50\" href=\"https:\/\/attrisight.com\/zh\/%e5%90%8e-cookie-%e6%97%b6%e4%bb%a3%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%96%b0%e7%ad%96%e7%95%a5-2025\/#From_Individual_to_Cohort_Measurement\" >\u4ece\u4e2a\u4f53\u6d4b\u91cf\u5230\u7fa4\u4f53\u6d4b\u91cf<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-51\" href=\"https:\/\/attrisight.com\/zh\/%e5%90%8e-cookie-%e6%97%b6%e4%bb%a3%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%96%b0%e7%ad%96%e7%95%a5-2025\/#Privacy_as_Opportunity_Not_Obstacle\" >\u9690\u79c1\u662f\u673a\u9047\uff0c\u800c\u975e\u969c\u788d<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-52\" href=\"https:\/\/attrisight.com\/zh\/%e5%90%8e-cookie-%e6%97%b6%e4%bb%a3%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%96%b0%e7%ad%96%e7%95%a5-2025\/#The_Convergence_of_Attribution_and_Experience\" >\u5f52\u56e0\u4e0e\u7ecf\u9a8c\u7684\u878d\u5408<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-53\" href=\"https:\/\/attrisight.com\/zh\/%e5%90%8e-cookie-%e6%97%b6%e4%bb%a3%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%96%b0%e7%ad%96%e7%95%a5-2025\/#FAQs\" >\u5e38\u89c1\u95ee\u9898<\/a><ul class='ez-toc-list-level-3' ><li class='ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-54\" href=\"https:\/\/attrisight.com\/zh\/%e5%90%8e-cookie-%e6%97%b6%e4%bb%a3%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%96%b0%e7%ad%96%e7%95%a5-2025\/#How_accurate_can_attribution_be_without_cookies\" >\u5982\u679c\u6ca1\u6709 Cookie\uff0c\u5f52\u56e0\u7684\u51c6\u786e\u6027\u80fd\u6709\u591a\u9ad8\uff1f<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-55\" href=\"https:\/\/attrisight.com\/zh\/%e5%90%8e-cookie-%e6%97%b6%e4%bb%a3%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%96%b0%e7%ad%96%e7%95%a5-2025\/#What_technology_investments_are_most_important_for_post-cookie_attribution\" >\u54ea\u4e9b\u6280\u672f\u6295\u8d44\u5bf9\u4e8e\u540e Cookie \u5f52\u56e0\u6700\u91cd\u8981\uff1f<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-56\" href=\"https:\/\/attrisight.com\/zh\/%e5%90%8e-cookie-%e6%97%b6%e4%bb%a3%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%96%b0%e7%ad%96%e7%95%a5-2025\/#How_should_marketing_teams_adapt_to_new_attribution_realities\" >\u8425\u9500\u56e2\u961f\u5e94\u5982\u4f55\u9002\u5e94\u65b0\u7684\u5f52\u56e0\u73b0\u5b9e\uff1f<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-57\" href=\"https:\/\/attrisight.com\/zh\/%e5%90%8e-cookie-%e6%97%b6%e4%bb%a3%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%96%b0%e7%ad%96%e7%95%a5-2025\/#Will_universal_identifiers_replace_cookies_for_attribution\" >\u901a\u7528\u6807\u8bc6\u7b26\u662f\u5426\u4f1a\u53d6\u4ee3 Cookie \u6765\u8fdb\u884c\u5f52\u56e0\u5206\u6790\uff1f<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-3'><a class=\"ez-toc-link ez-toc-heading-58\" href=\"https:\/\/attrisight.com\/zh\/%e5%90%8e-cookie-%e6%97%b6%e4%bb%a3%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%96%b0%e7%ad%96%e7%95%a5-2025\/#How_can_companies_validate_attribution_accuracy_in_the_post-cookie_world\" >\u5728\u540e Cookie \u65f6\u4ee3\uff0c\u516c\u53f8\u5982\u4f55\u9a8c\u8bc1\u5f52\u56e0\u7684\u51c6\u786e\u6027\uff1f<\/a><\/li><\/ul><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-59\" href=\"https:\/\/attrisight.com\/zh\/%e5%90%8e-cookie-%e6%97%b6%e4%bb%a3%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%96%b0%e7%ad%96%e7%95%a5-2025\/#Conclusion\" >\u7ed3\u8bba<\/a><\/li><\/ul><\/nav><\/div>\n<h2 id=\"introduction\" tabindex=\"-1\" data-source-line=\"7-7\"><span class=\"ez-toc-section\" id=\"Introduction\"><\/span>\u5bfc\u8a00<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\u8425\u9500\u5f52\u56e0\u9886\u57df\u6b63\u5728\u7ecf\u5386\u5341\u591a\u5e74\u6765\u6700\u91cd\u5927\u7684\u53d8\u9769\u3002\u8c37\u6b4c\u5728 Chrome \u6d4f\u89c8\u5668\u4e2d\u6700\u7ec8\u6dd8\u6c70\u7b2c\u4e09\u65b9 Cookie\uff0c\u82f9\u679c\u5728\u5176\u751f\u6001\u7cfb\u7edf\u4e2d\u589e\u5f3a\u9690\u79c1\u4fdd\u62a4\uff0c\u4ee5\u53ca\u5168\u7403\u8303\u56f4\u5185\u52a0\u5f3a\u9690\u79c1\u76d1\u7ba1\uff0c\u8fd9\u4e9b\u90fd\u4ece\u6839\u672c\u4e0a\u6539\u53d8\u4e86\u8425\u9500\u4eba\u5458\u8ffd\u8e2a\u548c\u8861\u91cf\u8425\u9500\u6d3b\u52a8\u6548\u679c\u7684\u65b9\u5f0f\u3002\u8c37\u6b4c\u8425\u9500\u526f\u603b\u88c1 Lisa Gevelber \u89e3\u91ca\u8bf4\uff1a\u201c\u8425\u9500\u4eba\u5458\u591a\u5e74\u6765\u4f9d\u8d56\u7684\u57fa\u4e8e Cookie \u7684\u5f52\u56e0\u65b9\u6cd5\u6b63\u5728\u8fc5\u901f\u8fc7\u65f6\u3002\u4f01\u4e1a\u5fc5\u987b\u91c7\u7528\u65b0\u7684\u8861\u91cf\u65b9\u6cd5\uff0c\u65e2\u5c0a\u91cd\u7528\u6237\u9690\u79c1\uff0c\u53c8\u80fd\u63d0\u4f9b\u6709\u6548\u8425\u9500\u6240\u9700\u7684\u6d1e\u5bdf\u3002\u201d\u8fd9\u79cd\u8f6c\u53d8\u65e2\u662f\u6311\u6218\uff0c\u4e5f\u662f\u673a\u9047\u3002\u867d\u7136\u4e25\u91cd\u4f9d\u8d56\u8de8\u7ad9\u8ffd\u8e2a\u7684\u4f20\u7edf\u5f52\u56e0\u6a21\u578b\u4e3e\u6b65\u7ef4\u8270\uff0c\u4f46\u521b\u65b0\u65b9\u6cd5\u6b63\u5728\u6d8c\u73b0\uff0c\u6709\u671b\u63d0\u4f9b\u66f4\u53ef\u6301\u7eed\u3001\u66f4\u7b26\u5408\u9690\u79c1\u8981\u6c42\u7684\u8861\u91cf\u6846\u67b6\u3002\u8bb8\u591a\u65b0\u65b9\u6cd5\u5b9e\u9645\u4e0a\u5229\u7528\u5148\u8fdb\u7684\u5efa\u6a21\u6280\u672f\u548c\u66f4\u4e30\u5bcc\u7684\u7b2c\u4e00\u65b9\u6570\u636e\uff0c\u6bd4\u57fa\u4e8e Cookie \u7684\u524d\u8f88\u65b9\u6cd5\u63d0\u4f9b\u4e86\u66f4\u51c6\u786e\u7684\u6d1e\u5bdf\u3002\u6839\u636e Gartner \u7684\u7814\u7a76\uff0c\u5230 2025 \u5e74\uff0c\u5168\u7403 75% \u4eba\u53e3\u7684\u4e2a\u4eba\u6570\u636e\u5c06\u53d7\u5230\u9690\u79c1\u6cd5\u89c4\u7684\u4fdd\u62a4\uff0c\u9ad8\u4e8e 2022 \u5e74\u7684 25%\u3002\u540c\u65f6\uff0ceMarketer \u62a5\u544a\u79f0\uff0c\u8425\u9500\u4eba\u5458\u5c06\u201c\u65e0\u6cd5\u8ffd\u8e2a\u6b63\u786e\u7684\u5f52\u56e0\u6307\u6807\u201d\u5217\u4e3a\u4ed6\u4eec\u9762\u4e34\u7684\u6700\u5927\u6311\u6218\uff0c\u5176\u4e2d 42% \u5c06\u5176\u5217\u4e3a\u4e3b\u8981\u7684\u8861\u91cf\u95ee\u9898\u3002Forrester \u9996\u5e2d\u5206\u6790\u5e08 Tina Moffett \u6307\u51fa\uff1a\u201c\u7b2c\u4e09\u65b9 Cookie \u548c\u5176\u4ed6\u6807\u8bc6\u7b26\u7684\u5f03\u7528\u610f\u5473\u7740\u533f\u540d\u7f51\u7edc\u7684\u6bd4\u4f8b\u6b63\u5728\u589e\u957f\u3002\u5728\u8fd9\u4e2a\u65b0\u65f6\u4ee3\uff0c\u8d62\u5bb6\u5c06\u662f\u90a3\u4e9b\u5236\u5b9a\u4e86\u5f3a\u5927\u7684\u8eab\u4efd\u8bc6\u522b\u7b56\u7565\u5e76\u5229\u7528\u591a\u79cd\u8861\u91cf\u65b9\u6cd5\u6765\u6784\u5efa\u5b8c\u6574\u56fe\u666f\u7684\u7ec4\u7ec7\u3002\u201d\u672c\u6587\u63a2\u8ba8\u4e86\u5177\u6709\u524d\u77bb\u6027\u601d\u7ef4\u7684\u7ec4\u7ec7\u5982\u4f55\u8c03\u6574\u5176\u5f52\u56e0\u7b56\u7565\u4ee5\u9002\u5e94\u8fd9\u4e2a\u65b0\u7684\u9690\u79c1\u81f3\u4e0a\u4e16\u754c\u3002\u6211\u4eec\u5c06\u7814\u7a76\u90a3\u4e9b\u80fd\u591f\u5728\u4e0d\u4f9d\u8d56 Cookie \u7684\u60c5\u51b5\u4e0b\u5b9e\u73b0\u6709\u6548\u5f52\u56e0\u7684\u65b0\u5174\u6280\u672f\u3001\u65b9\u6cd5\u548c\u7ec4\u7ec7\u65b9\u6cd5\u3002\u65e0\u8bba\u60a8\u662f\u521a\u521a\u5f00\u59cb\u4e3a Cookie \u5f03\u7528\u505a\u51c6\u5907\uff0c\u8fd8\u662f\u5df2\u7ecf\u5b9e\u65bd\u4e86\u5176\u4ed6\u8861\u91cf\u65b9\u6cd5\uff0c\u60a8\u90fd\u80fd\u627e\u5230\u5207\u5b9e\u53ef\u884c\u7684\u7b56\u7565\uff0c\u5728 2025 \u5e74\u53ca\u4ee5\u540e\u4fdd\u6301\u5e76\u589e\u5f3a\u60a8\u7684\u5f52\u56e0\u80fd\u529b\u3002\u5bf9\u4e8e\u5bfb\u6c42 Cookie \u540e\u5f52\u56e0\u4e13\u4e1a\u77e5\u8bc6\u7684\u7ec4\u7ec7\uff0c\u00a0<a href=\"https:\/\/attrisight.com\/zh\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u89c6\u529b<\/a>\u00a0\u5f00\u53d1\u4e86\u9690\u79c1\u4f18\u5148\u7684\u6d4b\u91cf\u89e3\u51b3\u65b9\u6848\uff0c\u5728\u9075\u5b88\u4e0d\u65ad\u53d1\u5c55\u7684\u9690\u79c1\u6807\u51c6\u7684\u540c\u65f6\uff0c\u4fdd\u6301\u5f52\u56e0\u7684\u51c6\u786e\u6027\u3002\u4ed6\u4eec\u7684\u5e73\u53f0\u4e0e\u00a0<a href=\"https:\/\/attrisight.com\/zh\/%e5%a4%9a%e7%82%b9%e8%a7%a6%e6%8e%a7%e5%bd%92%e5%9b%a0%e7%90%86%e8%a7%a3%e5%ae%8c%e6%95%b4%e7%9a%84%e5%ae%a2%e6%88%b7%e6%97%85%e7%a8%8b\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u6a21\u578b<\/a>\u00a0\u8fdb\u884c\u5168\u9762\u6d4b\u91cf\u5e76\u5c0a\u91cd\u7528\u6237\u9690\u79c1\u3002\n<h2 id=\"the-new-attribution-reality\" tabindex=\"-1\" data-source-line=\"23-23\"><span class=\"ez-toc-section\" id=\"The_New_Attribution_Reality\"><\/span>\u65b0\u7684\u5f52\u56e0\u73b0\u5b9e<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\u7b2c\u4e09\u65b9 Cookie \u548c\u5176\u4ed6\u8ffd\u8e2a\u673a\u5236\u7684\u5f03\u7528\u5f7b\u5e95\u6539\u53d8\u4e86\u5f52\u56e0\u683c\u5c40\u3002\u4e86\u89e3\u8fd9\u4e9b\u53d8\u5316\u5bf9\u4e8e\u5236\u5b9a\u6709\u6548\u7684\u8861\u91cf\u7b56\u7565\u81f3\u5173\u91cd\u8981\u3002\n<h3 id=\"what's-changed-in-marketing-measurement\" tabindex=\"-1\" data-source-line=\"27-27\"><span class=\"ez-toc-section\" id=\"Whats_Changed_in_Marketing_Measurement\"><\/span>\u8425\u9500\u8861\u91cf\u53d1\u751f\u4e86\u54ea\u4e9b\u53d8\u5316<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<h4 id=\"third-party-cookie-deprecation\" tabindex=\"-1\" data-source-line=\"29-29\"><span class=\"ez-toc-section\" id=\"Third-Party_Cookie_Deprecation\"><\/span>\u7b2c\u4e09\u65b9 Cookie \u5f03\u7528<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u7ee7 Safari \u548c Firefox \u4e4b\u540e\uff0c\u8c37\u6b4c\u4e5f\u53d6\u6d88\u4e86 Chrome \u4e2d\u7684\u7b2c\u4e09\u65b9 Cookie\uff0c\u8fd9\u79fb\u9664\u4e86\u8de8\u7ad9\u7528\u6237\u8ffd\u8e2a\u7684\u4e3b\u8981\u673a\u5236\u3002\u8fd9\u5c06\u5728\u591a\u4e2a\u65b9\u9762\u5f71\u54cd\u5f52\u56e0\uff1a\n<ul data-source-line=\"33-37\">\n<li data-source-line=\"33-33\"><strong>\u8de8\u7ad9\u70b9\u65c5\u7a0b\u8ffd\u8e2a<\/strong>\uff1a\u65e0\u6cd5\u8de8\u7f51\u7ad9\u5173\u6ce8\u7528\u6237<\/li>\n<li data-source-line=\"34-34\"><strong>\u6d4f\u89c8\u5f52\u56e0<\/strong>\uff1a\u5c06\u5e7f\u544a\u5c55\u793a\u4e0e\u8f6c\u5316\u8054\u7cfb\u8d77\u6765\u7684\u80fd\u529b\u6709\u9650<\/li>\n<li data-source-line=\"35-35\"><strong>\u9891\u7387\u4e0a\u9650<\/strong>\uff1a\u63a7\u5236\u8de8\u51fa\u7248\u5546\u66dd\u5149\u7684\u80fd\u529b\u4e0b\u964d<\/li>\n<li data-source-line=\"36-37\"><strong>\u53d7\u4f17\u5b9a\u4f4d<\/strong>\uff1a\u7f51\u7edc\u884c\u4e3a\u5b9a\u4f4d\u7684\u9650\u5236<\/li>\n<\/ul>\n<h4 id=\"privacy-regulation-expansion\" tabindex=\"-1\" data-source-line=\"38-38\"><span class=\"ez-toc-section\" id=\"Privacy_Regulation_Expansion\"><\/span>\u9690\u79c1\u76d1\u7ba1\u6269\u5c55<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u9690\u79c1\u6cd5\u89c4\u5728\u5168\u7403\u8303\u56f4\u5185\u6301\u7eed\u6269\u5c55\uff1a\n<ul data-source-line=\"42-46\">\n<li data-source-line=\"42-42\"><strong>GDPR \u548c CCPA \u7684\u6f14\u53d8<\/strong>\uff1a\u52a0\u5f3a\u6267\u6cd5\uff0c\u6269\u5927\u8303\u56f4<\/li>\n<li data-source-line=\"43-43\"><strong>\u65b0\u7684\u533a\u57df\u6cd5\u89c4<\/strong>\uff1a\u4e0d\u540c\u53f8\u6cd5\u7ba1\u8f96\u533a\u9690\u79c1\u6cd5\u7684\u6fc0\u589e<\/li>\n<li data-source-line=\"44-44\"><strong>\u540c\u610f\u8981\u6c42<\/strong>\uff1a\u6709\u6548\u7528\u6237\u540c\u610f\u7684\u66f4\u4e25\u683c\u6807\u51c6<\/li>\n<li data-source-line=\"45-46\"><strong>\u6570\u636e\u6700\u5c0f\u5316\u539f\u5219<\/strong>\uff1a\u4ec5\u6536\u96c6\u5fc5\u8981\u6570\u636e\u7684\u8981\u6c42<\/li>\n<\/ul>\n<h4 id=\"platform-changes\" tabindex=\"-1\" data-source-line=\"47-47\"><span class=\"ez-toc-section\" id=\"Platform_Changes\"><\/span>\u5e73\u53f0\u53d8\u66f4<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u5404\u5927\u5e73\u53f0\u5747\u5df2\u5b9e\u65bd\u91cd\u5927\u9690\u79c1\u589e\u5f3a\u63aa\u65bd\uff1a\n<ul data-source-line=\"51-55\">\n<li data-source-line=\"51-51\"><strong>\u82f9\u679c\u7684\u5e94\u7528\u7a0b\u5e8f\u8ffd\u8e2a\u900f\u660e\u5ea6<\/strong>\uff1a\u9700\u8981\u660e\u786e\u8bb8\u53ef\u624d\u80fd\u8fdb\u884c\u8de8\u5e94\u7528\u8ddf\u8e2a<\/li>\n<li data-source-line=\"52-52\"><strong>iOS \u9690\u79c1\u529f\u80fd<\/strong>\uff1a\u90ae\u4ef6\u9690\u79c1\u4fdd\u62a4\u3001\u79c1\u4eba\u4e2d\u7ee7\u7b49\u589e\u5f3a\u529f\u80fd<\/li>\n<li data-source-line=\"53-53\"><strong>\u8c37\u6b4c\u7684\u9690\u79c1\u6c99\u76d2<\/strong>\uff1a\u7b2c\u4e09\u65b9 Cookie \u7684\u5168\u65b0\u9690\u79c1\u4fdd\u62a4\u66ff\u4ee3\u65b9\u6848<\/li>\n<li data-source-line=\"54-55\"><strong>\u793e\u4ea4\u5e73\u53f0\u9650\u5236<\/strong>\uff1a\u51cf\u5c11\u6765\u81ea\u4e3b\u8981\u793e\u4ea4\u7f51\u7edc\u7684\u6570\u636e\u5171\u4eab<\/li>\n<\/ul>\n<h4 id=\"identity-fragmentation\" tabindex=\"-1\" data-source-line=\"56-56\"><span class=\"ez-toc-section\" id=\"Identity_Fragmentation\"><\/span>\u8eab\u4efd\u788e\u7247\u5316<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u8de8\u63a5\u89e6\u70b9\u7684\u7edf\u4e00\u5ba2\u6237\u89c6\u56fe\u53d8\u5f97\u8d8a\u6765\u8d8a\u5177\u6709\u6311\u6218\u6027\uff1a\n<ul data-source-line=\"60-64\">\n<li data-source-line=\"60-60\"><strong>\u8bbe\u5907\u6fc0\u589e<\/strong>\uff1a\u7528\u6237\u5728\u66f4\u591a\u8bbe\u5907\u4e4b\u95f4\u79fb\u52a8<\/li>\n<li data-source-line=\"61-61\"><strong>\u767b\u5f55\u5899<\/strong>\uff1a\u66f4\u591a\u9700\u8981\u8eab\u4efd\u9a8c\u8bc1\u7684\u5185\u5bb9<\/li>\n<li data-source-line=\"62-62\"><strong>\u56f4\u5899\u82b1\u56ed<\/strong>\uff1a\u4e3b\u8981\u5e73\u53f0\u9650\u5236\u6570\u636e\u8bbf\u95ee\u548c\u6d4b\u91cf<\/li>\n<li data-source-line=\"63-64\"><strong>\u8eab\u4efd\u4e0d\u5339\u914d<\/strong>\uff1a\u4e0d\u540c\u7684\u7cfb\u7edf\u4f7f\u7528\u4e0d\u540c\u7684\u8eab\u4efd\u6846\u67b6<\/li>\n<\/ul>\n<h3 id=\"what-remains-available-for-attribution\" tabindex=\"-1\" data-source-line=\"65-65\"><span class=\"ez-toc-section\" id=\"What_Remains_Available_for_Attribution\"><\/span>\u54ea\u4e9b\u5185\u5bb9\u4ecd\u53ef\u7528\u4e8e\u5f52\u56e0<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u5c3d\u7ba1\u53d1\u751f\u4e86\u8fd9\u4e9b\u53d8\u5316\uff0c\u4f46\u91cd\u8981\u7684\u6d4b\u91cf\u529f\u80fd\u4ecd\u7136\u53ef\u7528\uff1a\n<h4 id=\"first-party-data\" tabindex=\"-1\" data-source-line=\"69-69\"><span class=\"ez-toc-section\" id=\"First-Party_Data\"><\/span>\u7b2c\u4e00\u65b9\u6570\u636e<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u7ec4\u7ec7\u4fdd\u7559\u4e86\u5f3a\u5927\u7684\u80fd\u529b\u6765\u8861\u91cf\u5176\u81ea\u8eab\u5c5e\u6027\u5185\u7684\u7528\u6237\u4ea4\u4e92\uff1a\n<ul data-source-line=\"73-77\">\n<li data-source-line=\"73-73\"><strong>\u7f51\u7ad9\u884c\u4e3a<\/strong>\uff1a\u73b0\u573a\/\u5e94\u7528\u5185\u7528\u6237\u64cd\u4f5c\u4ecd\u7136\u53ef\u8ffd\u8e2a<\/li>\n<li data-source-line=\"74-74\"><strong>\u5ba2\u6237\u8d26\u6237<\/strong>\uff1a\u53ef\u4ee5\u5168\u9762\u8861\u91cf\u7ecf\u8fc7\u8ba4\u8bc1\u7684\u7528\u6237\u884c\u4e3a<\/li>\n<li data-source-line=\"75-75\"><strong>\u76f4\u63a5\u4e0e\u5ba2\u6237\u4e92\u52a8<\/strong>\uff1a\u7535\u5b50\u90ae\u4ef6\u3001\u8d2d\u4e70\u3001\u652f\u6301\u4e92\u52a8\u7b49\u3002<\/li>\n<li data-source-line=\"76-77\"><strong>\u670d\u52a1\u5668\u7aef\u8ddf\u8e2a<\/strong>\uff1a\u4e0d\u4f9d\u8d56 cookie \u7684\u8ddf\u8e2a\u673a\u5236<\/li>\n<\/ul>\n<h4 id=\"privacy-compliant-identity-solutions\" tabindex=\"-1\" data-source-line=\"78-78\"><span class=\"ez-toc-section\" id=\"Privacy-Compliant_Identity_Solutions\"><\/span>\u7b26\u5408\u9690\u79c1\u8981\u6c42\u7684\u8eab\u4efd\u89e3\u51b3\u65b9\u6848<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u8eab\u4efd\u8bc6\u522b\u7684\u65b0\u65b9\u6cd5\u6b63\u5728\u51fa\u73b0\uff1a\n<ul data-source-line=\"82-86\">\n<li data-source-line=\"82-82\"><strong>\u57fa\u4e8e\u540c\u610f\u7684\u8ddf\u8e2a<\/strong>\uff1a\u8bb8\u53ef\u9a71\u52a8\u7684\u6d4b\u91cf\u6846\u67b6<\/li>\n<li data-source-line=\"83-83\"><strong>\u901a\u7528\u8eab\u4efd\u8bc1\u8ba1\u5212<\/strong>\uff1a\u884c\u4e1a\u5408\u4f5c\u4ee5\u5b9e\u73b0\u7b26\u5408\u9690\u79c1\u8981\u6c42\u7684\u8eab\u4efd<\/li>\n<li data-source-line=\"84-84\"><strong>\u6563\u5217\u7535\u5b50\u90ae\u4ef6\/\u7535\u8bdd\u53f7\u7801<\/strong>\uff1a\u9690\u79c1\u4fdd\u62a4\u6807\u8bc6\u7b26<\/li>\n<li data-source-line=\"85-86\"><strong>\u6570\u636e\u6d01\u51c0\u5ba4<\/strong>\uff1a\u7b26\u5408\u9690\u79c1\u8981\u6c42\u7684\u6570\u636e\u5206\u6790\u7684\u5b89\u5168\u73af\u5883<\/li>\n<\/ul>\n<h4 id=\"aggregated-measurement\" tabindex=\"-1\" data-source-line=\"87-87\"><span class=\"ez-toc-section\" id=\"Aggregated_Measurement\"><\/span>\u805a\u5408\u6d4b\u91cf<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u4ece\u4e2a\u4eba\u5c42\u9762\u8f6c\u5411\u7fa4\u4f53\u5c42\u9762\u7684\u6d4b\u91cf\uff1a\n<ul data-source-line=\"91-95\">\n<li data-source-line=\"91-91\"><strong>\u57fa\u4e8e\u7fa4\u7ec4\u7684\u5206\u6790<\/strong>\uff1a\u8861\u91cf\u7c7b\u4f3c\u7528\u6237\u7fa4\u4f53\u7684\u884c\u4e3a\uff0c\u800c\u4e0d\u662f\u4e2a\u4eba\u7684\u884c\u4e3a<\/li>\n<li data-source-line=\"92-92\"><strong>\u6c47\u603b\u62a5\u544a<\/strong>\uff1a\u5e73\u53f0\u63d0\u4f9b\u7684\u62a5\u544a\u4e0d\u5305\u542b\u4e2a\u4eba\u5c42\u9762\u7684\u6570\u636e<\/li>\n<li data-source-line=\"93-93\"><strong>\u7edf\u8ba1\u5efa\u6a21<\/strong>\uff1a\u4ece\u6709\u9650\u7684\u53ef\u7528\u6570\u636e\u63a8\u65ad\u6a21\u5f0f<\/li>\n<li data-source-line=\"94-95\"><strong>\u6982\u7387\u65b9\u6cd5<\/strong>\uff1a\u5728\u65e0\u6cd5\u8fdb\u884c\u786e\u5b9a\u6027\u8ddf\u8e2a\u7684\u60c5\u51b5\u4e0b\u4f7f\u7528\u7edf\u8ba1\u65b9\u6cd5<\/li>\n<\/ul>\n<h4 id=\"contextual-signals\" tabindex=\"-1\" data-source-line=\"96-96\"><span class=\"ez-toc-section\" id=\"Contextual_Signals\"><\/span>\u60c5\u5883\u4fe1\u53f7<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u975e\u57fa\u4e8e\u8eab\u4efd\u7684\u4fe1\u53f7\u7684\u91cd\u8981\u6027\u65e5\u76ca\u589e\u52a0\uff1a\n<ul data-source-line=\"100-104\">\n<li data-source-line=\"100-100\"><strong>\u5185\u5bb9\u4e0a\u4e0b\u6587<\/strong>\uff1a\u7528\u6237\u53c2\u4e0e\u7684\u5185\u5bb9<\/li>\n<li data-source-line=\"101-101\"><strong>\u641c\u7d22\u67e5\u8be2<\/strong>\uff1a\u7528\u6237\u610f\u56fe\u4fe1\u53f7<\/li>\n<li data-source-line=\"102-102\"><strong>\u7ad9\u70b9\u4e0a\u4e0b\u6587<\/strong>\uff1a\u5e7f\u544a\u51fa\u73b0\u7684\u4f4d\u7f6e<\/li>\n<li data-source-line=\"103-104\"><strong>\u65f6\u95f4\u548c\u987a\u5e8f<\/strong>\uff1a\u4ea4\u4e92\u53d1\u751f\u7684\u65f6\u95f4\u548c\u987a\u5e8f<\/li>\n<\/ul>\n<h2 id=\"key-strategies-for-post-cookie-attribution\" tabindex=\"-1\" data-source-line=\"105-105\"><span class=\"ez-toc-section\" id=\"Key_Strategies_for_Post-Cookie_Attribution\"><\/span>Cookie \u540e\u5f52\u56e0\u7684\u5173\u952e\u7b56\u7565<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\u4e3a\u4e86\u5e94\u5bf9\u8fd9\u4e9b\u53d8\u5316\uff0c\u5404\u7ec4\u7ec7\u6b63\u5728\u5b9e\u65bd\u591a\u9879\u5173\u952e\u7b56\u7565\uff0c\u4ee5\u4fdd\u6301\u5f52\u56e0\u80fd\u529b\u3002\u4ee5\u4e0b\u662f\u9886\u5148\u7ec4\u7ec7\u6b63\u5728\u91c7\u7528\u7684\u65b9\u6cd5\uff1a\n<h3 id=\"1.-first-party-data-maximization\" tabindex=\"-1\" data-source-line=\"109-109\"><span class=\"ez-toc-section\" id=\"1_First-Party_Data_Maximization\"><\/span>1. \u7b2c\u4e00\u65b9\u6570\u636e\u6700\u5927\u5316<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u968f\u7740\u7b2c\u4e09\u65b9\u6570\u636e\u7684\u51cf\u5c11\uff0c\u7b2c\u4e00\u65b9\u6570\u636e\u5df2\u6210\u4e3a\u6709\u6548\u5f52\u56e0\u7684\u57fa\u77f3\u3002\u5404\u7ec4\u7ec7\u6b63\u5728\u5b9e\u65bd\u5168\u9762\u7684\u7b56\u7565\u6765\u6536\u96c6\u3001\u7edf\u4e00\u548c\u6fc0\u6d3b\u8fd9\u4e9b\u81ea\u6709\u6570\u636e\u3002\n<h4 id=\"expanding-collection-touchpoints\" tabindex=\"-1\" data-source-line=\"113-113\"><span class=\"ez-toc-section\" id=\"Expanding_Collection_Touchpoints\"><\/span>\u6269\u5927\u6536\u96c6\u63a5\u89e6\u70b9<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul data-source-line=\"115-119\">\n<li data-source-line=\"115-115\"><strong>\u6e10\u8fdb\u5f0f\u5206\u6790<\/strong>\uff1a\u901a\u8fc7\u4ef7\u503c\u4ea4\u6362\u9010\u6b65\u5efa\u7acb\u5ba2\u6237\u6863\u6848<\/li>\n<li data-source-line=\"116-116\"><strong>\u8ba4\u8bc1\u6fc0\u52b1<\/strong>\uff1a\u4e3a\u7528\u6237\u63d0\u4f9b\u4ee4\u4eba\u4fe1\u670d\u7684\u7406\u7531\u6765\u8868\u660e\u81ea\u5df1\u7684\u8eab\u4efd<\/li>\n<li data-source-line=\"117-117\"><strong>\u81ea\u6709\u6e20\u9053\u6269\u5f20<\/strong>\uff1a\u5f00\u53d1\u66f4\u76f4\u63a5\u7684\u5ba2\u6237\u4e92\u52a8\u6e20\u9053<\/li>\n<li data-source-line=\"118-119\"><strong>\u5ba2\u6237\u53cd\u9988\u6574\u5408<\/strong>\uff1a\u5c06\u660e\u786e\u53cd\u9988\u7eb3\u5165\u5f52\u56e0\u6a21\u578b<\/li>\n<\/ul>\n<h4 id=\"implementation-approaches\" tabindex=\"-1\" data-source-line=\"120-120\"><span class=\"ez-toc-section\" id=\"Implementation_Approaches\"><\/span>\u5b9e\u65bd\u65b9\u6cd5<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<table data-source-line=\"122-127\">\n<thead data-source-line=\"122-122\">\n<tr data-source-line=\"122-122\">\n<th>\u6218\u7565<\/th>\n<th>\u63cf\u8ff0<\/th>\n<th>\u597d\u5904<\/th>\n<th>\u6311\u6218<\/th>\n<\/tr>\n<\/thead>\n<tbody data-source-line=\"124-127\">\n<tr data-source-line=\"124-124\">\n<td>\u4ef7\u503c\u4ea4\u6362\u8ba1\u5212<\/td>\n<td>\u4e3a\u7528\u6237\u8bc6\u522b\u63d0\u4f9b\u660e\u663e\u4f18\u52bf<\/td>\n<td>\u9ad8\u8d28\u91cf\u8ba4\u8bc1\u6570\u636e<\/td>\n<td>\u9700\u8981\u4ee4\u4eba\u4fe1\u670d\u7684\u4ef7\u503c\u4e3b\u5f20<\/td>\n<\/tr>\n<tr data-source-line=\"125-125\">\n<td>\u96f6\u65b9\u6570\u636e\u6536\u96c6<\/td>\n<td>\u660e\u786e\u8be2\u95ee\u987e\u5ba2\u7684\u504f\u597d\u548c\u610f\u56fe<\/td>\n<td>\u9ad8\u5ea6\u51c6\u786e\uff0c\u57fa\u4e8e\u8bb8\u53ef<\/td>\n<td>\u4e0e\u88ab\u52a8\u6536\u96c6\u76f8\u6bd4\u89c4\u6a21\u6709\u9650<\/td>\n<\/tr>\n<tr data-source-line=\"126-126\">\n<td>\u589e\u5f3a\u6570\u636e\u6536\u96c6<\/td>\n<td>\u6355\u6349\u81ea\u6709\u5c5e\u6027\u4e2d\u66f4\u8be6\u7ec6\u7684\u884c\u4e3a<\/td>\n<td>\u4e30\u5bcc\u7684\u884c\u4e3a\u6570\u636e\uff0c\u65e0\u9700\u4f9d\u8d56\u7b2c\u4e09\u65b9<\/td>\n<td>\u9700\u8981\u590d\u6742\u7684\u8ddf\u8e2a\u5b9e\u65bd<\/td>\n<\/tr>\n<tr data-source-line=\"127-127\">\n<td>\u5ba2\u6237\u6570\u636e\u7edf\u4e00<\/td>\n<td>\u8fde\u63a5\u81ea\u6709\u63a5\u89e6\u70b9\u7684\u6570\u636e<\/td>\n<td>\u62e5\u6709\u7684\u751f\u6001\u7cfb\u7edf\u5185\u7684\u5168\u9762\u89c6\u56fe<\/td>\n<td>\u8eab\u4efd\u89e3\u6790\u7684\u6280\u672f\u590d\u6742\u6027<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\u8bb8\u591a\u7ec4\u7ec7\u8fd8\u53d1\u73b0\u00a0<a href=\"https:\/\/attrisight.com\/zh\/%e8%b7%a8%e6%b8%a0%e9%81%93%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e6%89%93%e7%a0%b4%e6%95%b0%e6%8d%ae%e5%ad%a4%e5%b2%9b\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u6253\u7834\u5185\u90e8\u6570\u636e\u5b64\u5c9b<\/a>\u00a0\u5728\u540e Cookie \u65f6\u4ee3\u53d8\u5f97\u66f4\u52a0\u91cd\u8981\uff0c\u56e0\u4e3a\u5b83\u4f7f\u4ed6\u4eec\u80fd\u591f\u6700\u5927\u5316\u5176\u7b2c\u4e00\u65b9\u6570\u636e\u8d44\u4ea7\u7684\u4ef7\u503c\u3002\n<h4 id=\"case-example%3A-retail-bank's-first-party-data-transformation\" tabindex=\"-1\" data-source-line=\"131-131\"><span class=\"ez-toc-section\" id=\"Case_Example_Retail_Banks_First-Party_Data_Transformation\"><\/span>\u6848\u4f8b\uff1a\u96f6\u552e\u94f6\u884c\u7b2c\u4e00\u65b9\u6570\u636e\u8f6c\u6362<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u4e00\u5bb6\u5927\u578b\u96f6\u552e\u94f6\u884c\u56e0 Cookie \u9650\u5236\u800c\u9762\u4e34\u5f52\u56e0\u6311\u6218\uff0c\u56e0\u6b64\u5b9e\u65bd\u4e86\u5168\u9762\u7684\u7b2c\u4e00\u65b9\u6570\u636e\u7b56\u7565\uff1a\n<ol data-source-line=\"135-139\">\n<li data-source-line=\"135-135\">\u5728\u5176\u7f51\u7ad9\u548c\u79fb\u52a8\u5e94\u7528\u4e0a\u521b\u9020\u4e86\u6709\u4ef7\u503c\u7684\u8ba4\u8bc1\u4f53\u9a8c<\/li>\n<li data-source-line=\"136-136\">\u5728\u5ba2\u6237\u65c5\u7a0b\u4e2d\u5b9e\u65bd\u57fa\u4e8e\u540c\u610f\u7684\u6e10\u8fdb\u5f0f\u5206\u6790<\/li>\n<li data-source-line=\"137-137\">\u901a\u8fc7\u7edf\u4e00\u7684\u5ba2\u6237ID\u5c06\u7ebf\u4e0a\u884c\u4e3a\u4e0e\u7ebf\u4e0b\u4e92\u52a8\u8fde\u63a5\u8d77\u6765<\/li>\n<li data-source-line=\"138-139\">\u5f00\u53d1\u6db5\u76d6\u6240\u6709\u63a5\u89e6\u70b9\u7684\u5168\u9762\u5355\u4e00\u5ba2\u6237\u89c6\u56fe<\/li>\n<\/ol>\n\u7814\u7a76\u7ed3\u679c\u5305\u62ec\uff1a\n<ul data-source-line=\"141-144\">\n<li data-source-line=\"141-141\">\u901a\u8fc7\u8eab\u4efd\u9a8c\u8bc1\u4f1a\u8bdd\u8bc6\u522b\u7684\u6570\u5b57\u8bbf\u5ba2\u6570\u91cf\u4e3a 78%\uff08\u9ad8\u4e8e 31%\uff09<\/li>\n<li data-source-line=\"142-142\">\u5168\u9762\u8986\u76d6 65% \u5ba2\u6237\u65c5\u7a0b\u5f52\u56e0\uff08\u4e4b\u524d\u4e3a 40%\uff09<\/li>\n<li data-source-line=\"143-144\">45% \u57fa\u4e8e\u589e\u5f3a\u5f52\u56e0\u6570\u636e\u505a\u51fa\u66f4\u51c6\u786e\u7684\u8425\u9500\u5206\u914d\u51b3\u7b56<\/li>\n<\/ul>\n<h3 id=\"2.-advanced-modeling-techniques\" tabindex=\"-1\" data-source-line=\"145-145\"><span class=\"ez-toc-section\" id=\"2_Advanced_Modeling_Techniques\"><\/span>2. \u9ad8\u7ea7\u5efa\u6a21\u6280\u672f<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u968f\u7740\u5bf9\u5b8c\u6574\u5ba2\u6237\u65c5\u7a0b\u7684\u76f4\u63a5\u89c2\u5bdf\u53d8\u5f97\u8d8a\u6765\u8d8a\u6709\u9650\uff0c\u590d\u6742\u7684\u5efa\u6a21\u6280\u672f\u6b63\u5728\u586b\u8865\u6d4b\u91cf\u7a7a\u767d\u3002\n<h4 id=\"emerging-modeling-approaches\" tabindex=\"-1\" data-source-line=\"149-149\"><span class=\"ez-toc-section\" id=\"Emerging_Modeling_Approaches\"><\/span>\u65b0\u5174\u5efa\u6a21\u65b9\u6cd5<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul data-source-line=\"151-155\">\n<li data-source-line=\"151-151\"><strong>\u5a92\u4f53\u7ec4\u5408\u6a21\u578b\u7684\u590d\u5174<\/strong>\uff1a\u5bf9\u603b\u91cf\u8ba1\u91cf\u7ecf\u6d4e\u5b66\u65b9\u6cd5\u7684\u91cd\u65b0\u5174\u8da3<\/li>\n<li data-source-line=\"152-152\"><strong>\u8f6c\u5316\u5efa\u6a21<\/strong>\uff1a\u5728\u8ddf\u8e2a\u4e0d\u5b8c\u6574\u7684\u60c5\u51b5\u4e0b\u4f7f\u7528\u673a\u5668\u5b66\u4e60\u6765\u6a21\u62df\u8f6c\u5316<\/li>\n<li data-source-line=\"153-153\"><strong>\u589e\u91cf\u6d4b\u8bd5<\/strong>\uff1a\u901a\u8fc7\u63a7\u5236\u5b9e\u9a8c\u6d4b\u91cf\u5347\u529b<\/li>\n<li data-source-line=\"154-155\"><strong>\u7edf\u4e00\u6d4b\u91cf\u65b9\u6cd5<\/strong>\uff1a\u7ed3\u5408\u591a\u79cd\u65b9\u6cd5\u6765\u521b\u5efa\u5b8c\u6574\u7684\u89c6\u56fe<\/li>\n<\/ul>\n<h4 id=\"implementation-approaches-1\" tabindex=\"-1\" data-source-line=\"156-156\"><span class=\"ez-toc-section\" id=\"Implementation_Approaches-2\"><\/span>\u5b9e\u65bd\u65b9\u6cd5<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<table data-source-line=\"158-163\">\n<thead data-source-line=\"158-158\">\n<tr data-source-line=\"158-158\">\n<th>\u5efa\u6a21\u6280\u672f<\/th>\n<th>\u5e94\u7528<\/th>\n<th>\u4f18\u52bf<\/th>\n<th>\u9650\u5236<\/th>\n<\/tr>\n<\/thead>\n<tbody data-source-line=\"160-163\">\n<tr data-source-line=\"160-160\">\n<td>\u5a92\u4f53\u7ec4\u5408\u6a21\u578b<\/td>\n<td>\u6218\u7565\u6e20\u9053\u5206\u914d<\/td>\n<td>\u65e0\u9700\u7528\u6237\u7ea7\u8ddf\u8e2a\u5373\u53ef\u5de5\u4f5c\uff1b\u6574\u5408\u7ebf\u4e0b\u6e20\u9053<\/td>\n<td>\u6218\u672f\u7c92\u5ea6\u8f83\u4f4e\uff1b\u9700\u8981\u5927\u91cf\u5386\u53f2\u6570\u636e<\/td>\n<\/tr>\n<tr data-source-line=\"161-161\">\n<td>\u57fa\u4e8e\u673a\u5668\u5b66\u4e60\u7684\u5f52\u56e0<\/td>\n<td>\u586b\u8865\u53ef\u89c2\u5bdf\u65c5\u7a0b\u7684\u7a7a\u767d<\/td>\n<td>\u53ef\u4ee5\u63a8\u65ad\u7f3a\u5931\u7684\u63a5\u89e6\u70b9\uff1b\u9002\u5e94\u6709\u9650\u7684\u6570\u636e<\/td>\n<td>\u6a21\u578b\u8d28\u91cf\u53d6\u51b3\u4e8e\u53ef\u7528\u7684\u8bad\u7ec3\u6570\u636e<\/td>\n<\/tr>\n<tr data-source-line=\"162-162\">\n<td>\u53d7\u63a7\u5b9e\u9a8c<\/td>\n<td>\u9a8c\u8bc1\u589e\u91cf\u5f71\u54cd<\/td>\n<td>\u5efa\u7acb\u56e0\u679c\u5173\u7cfb\uff0c\u800c\u4e0d\u4ec5\u4ec5\u662f\u76f8\u5173\u6027<\/td>\n<td>\u9700\u8981\u4e13\u95e8\u7684\u6d4b\u8bd5\u8d44\u6e90\u548c\u65b9\u6cd5<\/td>\n<\/tr>\n<tr data-source-line=\"163-163\">\n<td>\u6982\u7387\u5efa\u6a21<\/td>\n<td>\u8fde\u63a5\u788e\u7247\u5316\u7684\u8eab\u4efd<\/td>\n<td>\u6269\u5c55\u8303\u56f4\u8d85\u8d8a\u7ecf\u8fc7\u8eab\u4efd\u9a8c\u8bc1\u7684\u7528\u6237<\/td>\n<td>\u4e0d\u5982\u786e\u5b9a\u6027\u65b9\u6cd5\u7cbe\u786e<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\nAttrisight \u7387\u5148\u63a8\u51fa\u4e86\u591a\u9879\u00a0<a href=\"https:\/\/attrisight.com\/zh\/%e6%95%b0%e6%8d%ae%e9%a9%b1%e5%8a%a8%e5%bd%92%e5%9b%a0%e6%a8%a1%e5%9e%8b%e6%9c%aa%e6%9d%a5%e8%90%a5%e9%94%80%e8%a1%a1%e9%87%8f\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u6570\u636e\u9a71\u52a8\u7684\u5f52\u56e0\u6a21\u578b<\/a>\u00a0\u8fd9\u5728\u540e cookie \u73af\u5883\u4e2d\u5c24\u5176\u6709\u4ef7\u503c\uff0c\u56e0\u4e3a\u5b83\u4eec\u7ed3\u5408\u4e86\u591a\u79cd\u6d4b\u91cf\u65b9\u6cd5\uff0c\u5373\u4f7f\u5728\u8eab\u4efd\u6570\u636e\u6709\u9650\u7684\u60c5\u51b5\u4e0b\u4e5f\u80fd\u63d0\u4f9b\u53ef\u9760\u7684\u89c1\u89e3\u3002\n<h4 id=\"case-example%3A-cpg-brand's-modeling-transformation\" tabindex=\"-1\" data-source-line=\"167-167\"><span class=\"ez-toc-section\" id=\"Case_Example_CPG_Brands_Modeling_Transformation\"><\/span>\u6848\u4f8b\uff1a\u5feb\u6d88\u54c1\u54c1\u724c\u7684\u6a21\u7279\u8f6c\u578b<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u4e00\u5bb6\u5168\u7403 CPG \u516c\u53f8\u5728\u5176\u6570\u5b57\u751f\u6001\u7cfb\u7edf\u4e2d\u9762\u4e34\u7740\u5f52\u56e0\u6311\u6218\uff0c\u5b9e\u65bd\u4e86\u4e00\u79cd\u590d\u6742\u7684\u5efa\u6a21\u65b9\u6cd5\uff1a\n<ol data-source-line=\"171-175\">\n<li data-source-line=\"171-171\">\u5f00\u53d1\u57fa\u4e8e\u4e91\u7684 MMM \u529f\u80fd\uff0c\u7528\u4e8e\u6218\u7565\u9884\u7b97\u51b3\u7b56<\/li>\n<li data-source-line=\"172-172\">\u5b9e\u65bd\u8f6c\u6362\u6a21\u578b\u6765\u586b\u8865\u53ef\u89c2\u5bdf\u7684\u5ba2\u6237\u65c5\u7a0b\u4e2d\u7684\u7a7a\u767d<\/li>\n<li data-source-line=\"173-173\">\u521b\u5efa\u4e00\u81f4\u7684\u5b9e\u9a8c\u6846\u67b6\u6765\u9a8c\u8bc1\u6a21\u578b\u7ed3\u679c<\/li>\n<li data-source-line=\"174-175\">\u5efa\u7acb\u591a\u79cd\u65b9\u6cd5\u76f8\u7ed3\u5408\u7684\u7edf\u4e00\u6d4b\u91cf\u6846\u67b6<\/li>\n<\/ol>\n\u8fd9\u79cd\u65b9\u6cd5\u5b9e\u73b0\u4e86\uff1a\n<ul data-source-line=\"177-180\">\n<li data-source-line=\"177-177\">\u5c3d\u7ba1\u53ef\u8ffd\u8e2a\u7684\u7528\u6237\u65c5\u7a0b\u51cf\u5c11\u4e86 65%\uff0c\u4f46\u5f52\u56e0\u51c6\u786e\u7387\u4ecd\u7ef4\u6301\u5728\u4e4b\u524d\u7684 92%<\/li>\n<li data-source-line=\"178-178\">\u786e\u5b9a\u4e86 23% \u6bd4\u4ee5\u524d\u57fa\u4e8e cookie \u7684\u65b9\u6cd5\u66f4\u6709\u6548\u7684\u901a\u9053\u5206\u914d<\/li>\n<li data-source-line=\"179-180\">\u901a\u8fc7\u589e\u5f3a\u4f18\u5316\uff0c\u5ba2\u6237\u83b7\u53d6\u6210\u672c\u964d\u4f4e\u4e86 18%<\/li>\n<\/ul>\n<h3 id=\"3.-privacy-first-measurement-infrastructure\" tabindex=\"-1\" data-source-line=\"181-181\"><span class=\"ez-toc-section\" id=\"3_Privacy-First_Measurement_Infrastructure\"><\/span>3. \u9690\u79c1\u4f18\u5148\u7684\u6d4b\u91cf\u57fa\u7840\u8bbe\u65bd<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u5404\u7ec4\u7ec7\u6b63\u5728\u4ee5\u9690\u79c1\u4e3a\u4e2d\u5fc3\u91cd\u5efa\u5176\u6d4b\u91cf\u57fa\u7840\u8bbe\u65bd\uff0c\u5b9e\u65bd\u4e3a\u8fd9\u4e2a\u65b0\u65f6\u4ee3\u8bbe\u8ba1\u7684\u65b0\u6280\u672f\u548c\u65b0\u65b9\u6cd5\u3002\n<h4 id=\"emerging-privacy-first-technologies\" tabindex=\"-1\" data-source-line=\"185-185\"><span class=\"ez-toc-section\" id=\"Emerging_Privacy-First_Technologies\"><\/span>\u65b0\u5174\u7684\u9690\u79c1\u4f18\u5148\u6280\u672f<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul data-source-line=\"187-191\">\n<li data-source-line=\"187-187\"><strong>\u670d\u52a1\u5668\u7aef\u8ddf\u8e2a<\/strong>\uff1a\u5c06\u6d4b\u91cf\u4ece\u6d4f\u89c8\u5668\u8f6c\u79fb\u5230\u670d\u52a1\u5668<\/li>\n<li data-source-line=\"188-188\"><strong>\u6570\u636e\u6d01\u51c0\u5ba4<\/strong>\uff1a\u6570\u636e\u534f\u4f5c\u7684\u9690\u79c1\u4fdd\u62a4\u73af\u5883<\/li>\n<li data-source-line=\"189-189\"><strong>\u540c\u610f\u7ba1\u7406\u5e73\u53f0<\/strong>\uff1a\u5148\u8fdb\u7684\u504f\u597d\u7ba1\u7406\u7cfb\u7edf<\/li>\n<li data-source-line=\"190-191\"><strong>\u8fb9\u7f18\u8ba1\u7b97\u89e3\u51b3\u65b9\u6848<\/strong>\uff1a\u5171\u4eab\u4e4b\u524d\u5728\u672c\u5730\u5904\u7406\u6570\u636e<\/li>\n<\/ul>\n<h4 id=\"implementation-approaches-2\" tabindex=\"-1\" data-source-line=\"192-192\"><span class=\"ez-toc-section\" id=\"Implementation_Approaches-3\"><\/span>\u5b9e\u65bd\u65b9\u6cd5<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<table data-source-line=\"194-199\">\n<thead data-source-line=\"194-194\">\n<tr data-source-line=\"194-194\">\n<th>\u6280\u672f<\/th>\n<th>\u529f\u80fd<\/th>\n<th>\u597d\u5904<\/th>\n<th>\u6ce8\u610f\u4e8b\u9879<\/th>\n<\/tr>\n<\/thead>\n<tbody data-source-line=\"196-199\">\n<tr data-source-line=\"196-196\">\n<td>\u670d\u52a1\u5668\u7aef\u6807\u8bb0<\/td>\n<td>\u5c06\u6570\u636e\u6536\u96c6\u4ece\u6d4f\u89c8\u5668\u8f6c\u79fb\u5230\u670d\u52a1\u5668<\/td>\n<td>\u51cf\u5c11\u5ba2\u6237\u7aef\u4f9d\u8d56\uff1b\u6539\u5584\u6570\u636e\u63a7\u5236<\/td>\n<td>\u9700\u8981\u6280\u672f\u5b9e\u73b0\uff1b\u6570\u636e\u6536\u96c6\u65b9\u9762\u5b58\u5728\u4e00\u4e9b\u9650\u5236<\/td>\n<\/tr>\n<tr data-source-line=\"197-197\">\n<td>\u6570\u636e\u6d01\u51c0\u5ba4<\/td>\n<td>\u9690\u79c1\u5408\u89c4\u5206\u6790\u7684\u5b89\u5168\u73af\u5883<\/td>\n<td>\u65e0\u9700\u5171\u4eab\u539f\u59cb\u6570\u636e\u5373\u53ef\u5b9e\u73b0\u8de8\u7ec4\u7ec7\u6570\u636e\u5206\u6790<\/td>\n<td>\u6602\u8d35\uff1b\u5b9e\u65bd\u590d\u6742\uff1b\u9700\u8981\u5408\u4f5c\u4f19\u4f34\u53c2\u4e0e<\/td>\n<\/tr>\n<tr data-source-line=\"198-198\">\n<td>\u540c\u610f\u534f\u8c03<\/td>\n<td>\u7ba1\u7406\u8de8\u7cfb\u7edf\u7684\u7528\u6237\u9690\u79c1\u9009\u62e9<\/td>\n<td>\u786e\u4fdd\u9075\u5b88\u6cd5\u89c4\uff1b\u6700\u5927\u9650\u5ea6\u5730\u6536\u96c6\u5408\u89c4\u6570\u636e<\/td>\n<td>\u9700\u8981\u590d\u6742\u7684\u504f\u597d\u7ba1\u7406<\/td>\n<\/tr>\n<tr data-source-line=\"199-199\">\n<td>\u7b2c\u4e00\u65b9\u6807\u7b7e\u7ba1\u7406<\/td>\n<td>\u63a7\u5236\u81ea\u6709\u5e73\u53f0\u5185\u7684\u6570\u636e\u6536\u96c6<\/td>\n<td>\u51cf\u5c11\u5bf9\u7b2c\u4e09\u65b9\u7cfb\u7edf\u7684\u4f9d\u8d56\uff1b\u6539\u5584\u6570\u636e\u6cbb\u7406<\/td>\n<td>\u4ece\u73b0\u6709\u7cfb\u7edf\u8fc1\u79fb<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\u4f7f\u7528\u00a0<a href=\"https:\/\/attrisight.com\/zh\/%e5%ae%9e%e6%96%bd%e9%80%82%e5%bd%93%e7%9a%84%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0%e7%b3%bb%e7%bb%9f%e7%9a%84%e6%8a%95%e8%b5%84%e5%9b%9e%e6%8a%a5%e7%8e%87\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u9002\u5f53\u7684\u8425\u9500\u5f52\u56e0\u7cfb\u7edf<\/a>\u00a0\u53d8\u5f97\u66f4\u52a0\u91cd\u8981\uff0c\u56e0\u4e3a\u8fd9\u4e9b\u7cfb\u7edf\u53ef\u4ee5\u914d\u7f6e\u4e3a\u5c0a\u91cd\u9690\u79c1\uff0c\u540c\u65f6\u4ecd\u7136\u63d0\u4f9b\u6709\u4ef7\u503c\u7684\u89c1\u89e3\u3002\n<h4 id=\"case-example%3A-travel-company's-privacy-infrastructure\" tabindex=\"-1\" data-source-line=\"203-203\"><span class=\"ez-toc-section\" id=\"Case_Example_Travel_Companys_Privacy_Infrastructure\"><\/span>\u6848\u4f8b\uff1a\u65c5\u6e38\u516c\u53f8\u7684\u9690\u79c1\u57fa\u7840\u8bbe\u65bd<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u4e00\u5bb6\u9886\u5148\u7684\u65c5\u6e38\u9884\u8ba2\u5e73\u53f0\u5b9e\u65bd\u4e86\u5168\u9762\u7684\u9690\u79c1\u4f18\u5148\u6d4b\u91cf\u57fa\u7840\u8bbe\u65bd\uff1a\n<ol data-source-line=\"207-211\">\n<li data-source-line=\"207-207\">\u4ece\u5ba2\u6237\u7aef\u8fc1\u79fb\u5230\u670d\u52a1\u5668\u7aef\u8ddf\u8e2a\u67b6\u6784<\/li>\n<li data-source-line=\"208-208\">\u5b9e\u65bd\u6570\u636e\u6d01\u51c0\u5ba4\u6280\u672f\uff0c\u4ee5\u5b9e\u73b0\u7b26\u5408\u9690\u79c1\u8981\u6c42\u7684\u5408\u4f5c\u4f19\u4f34\u6570\u636e\u5171\u4eab<\/li>\n<li data-source-line=\"209-209\">\u5f00\u53d1\u4e86\u5177\u6709\u7cbe\u7ec6\u7528\u6237\u63a7\u5236\u7684\u590d\u6742\u540c\u610f\u7ba1\u7406<\/li>\n<li data-source-line=\"210-211\">\u521b\u5efa\u4e86\u4ee5\u7b2c\u4e00\u65b9\u4e3a\u4e2d\u5fc3\u7684\u6d4b\u91cf\u6846\u67b6\uff0c\u5f3a\u8c03\u81ea\u6709\u6e20\u9053<\/li>\n<\/ol>\n\u8fd9\u79cd\u65b9\u6cd5\u7684\u7ed3\u679c\u662f\uff1a\n<ul data-source-line=\"213-216\">\n<li data-source-line=\"213-213\">\u5c3d\u7ba1\u5b58\u5728 Cookie \u9650\u5236\uff0c\u5408\u89c4\u6d4b\u91cf\u4ecd\u8986\u76d6 74% \u7684\u8425\u9500\u63a5\u89e6\u70b9<\/li>\n<li data-source-line=\"214-214\">\u901a\u8fc7\u9690\u79c1\u5b89\u5168\u6570\u636e\u5171\u4eab\u7ee7\u7eed\u4e0e 85% \u5e7f\u544a\u5408\u4f5c\u4f19\u4f34\u5408\u4f5c<\/li>\n<li data-source-line=\"215-216\">\u4e0e\u4e4b\u524d\u57fa\u4e8e Cookie \u7684\u65b9\u6cd5\u76f8\u6bd4\uff0c\u5f52\u56e0\u51c6\u786e\u7387\u63d0\u9ad8\u4e86 28%<\/li>\n<\/ul>\n<h3 id=\"4.-ai-and-machine-learning-integration\" tabindex=\"-1\" data-source-line=\"217-217\"><span class=\"ez-toc-section\" id=\"4_AI_and_Machine_Learning_Integration\"><\/span>4. \u4eba\u5de5\u667a\u80fd\u548c\u673a\u5668\u5b66\u4e60\u96c6\u6210<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u5728\u8ddf\u8e2a\u80fd\u529b\u6709\u9650\u7684\u73af\u5883\u4e2d\uff0c\u4eba\u5de5\u667a\u80fd\u5df2\u6210\u4e3a\u5f52\u56e0\u7684\u5fc5\u9700\u54c1\uff0c\u6709\u52a9\u4e8e\u8bc6\u522b\u6a21\u5f0f\u5e76\u5229\u7528\u4e0d\u5b8c\u6574\u7684\u6570\u636e\u8fdb\u884c\u9884\u6d4b\u3002\n<h4 id=\"ai-powered-attribution-capabilities\" tabindex=\"-1\" data-source-line=\"221-221\"><span class=\"ez-toc-section\" id=\"AI-Powered_Attribution_Capabilities\"><\/span>\u4eba\u5de5\u667a\u80fd\u5f52\u56e0\u529f\u80fd<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul data-source-line=\"223-227\">\n<li data-source-line=\"223-223\"><strong>\u6a21\u5f0f\u8bc6\u522b<\/strong>\uff1a\u4ece\u6709\u9650\u7684\u4fe1\u53f7\u4e2d\u8bc6\u522b\u8f6c\u6362\u6a21\u5f0f<\/li>\n<li data-source-line=\"224-224\"><strong>\u9884\u6d4b\u6a21\u578b<\/strong>\uff1a\u901a\u8fc7\u90e8\u5206\u65c5\u7a0b\u53ef\u89c1\u6027\u9884\u6d4b\u53ef\u80fd\u7684\u7ed3\u679c<\/li>\n<li data-source-line=\"225-225\"><strong>\u5f02\u5e38\u68c0\u6d4b<\/strong>\uff1a\u81ea\u52a8\u8bc6\u522b\u5f52\u56e0\u6570\u636e\u95ee\u9898<\/li>\n<li data-source-line=\"226-227\"><strong>\u81ea\u7136\u8bed\u8a00\u5904\u7406<\/strong>\uff1a\u4ece\u975e\u7ed3\u6784\u5316\u5ba2\u6237\u53cd\u9988\u4e2d\u63d0\u53d6\u89c1\u89e3<\/li>\n<\/ul>\n<h4 id=\"implementation-approaches-3\" tabindex=\"-1\" data-source-line=\"228-228\"><span class=\"ez-toc-section\" id=\"Implementation_Approaches-4\"><\/span>\u5b9e\u65bd\u65b9\u6cd5<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<table data-source-line=\"230-235\">\n<thead data-source-line=\"230-230\">\n<tr data-source-line=\"230-230\">\n<th>\u4eba\u5de5\u667a\u80fd\u5e94\u7528<\/th>\n<th>\u76ee\u7684<\/th>\n<th>\u597d\u5904<\/th>\n<th>\u6311\u6218<\/th>\n<\/tr>\n<\/thead>\n<tbody data-source-line=\"232-235\">\n<tr data-source-line=\"232-232\">\n<td>\u81ea\u52a8\u5316\u7279\u5f81\u5de5\u7a0b<\/td>\n<td>\u4ece\u53ef\u7528\u6570\u636e\u4e2d\u8bc6\u522b\u76f8\u5173\u4fe1\u53f7<\/td>\n<td>\u53d1\u73b0\u4e0d\u660e\u663e\u7684\u6a21\u5f0f\uff1b\u9002\u5e94\u4e0d\u65ad\u53d8\u5316\u7684\u6761\u4ef6<\/td>\n<td>\u9700\u8981\u5927\u91cf\u8bad\u7ec3\u6570\u636e\uff1b\u6280\u672f\u590d\u6742<\/td>\n<\/tr>\n<tr data-source-line=\"233-233\">\n<td>\u5408\u6210\u63a7\u5236\u5efa\u6a21<\/td>\n<td>\u521b\u5efa\u63a7\u5236\u7ec4\u7684\u7edf\u8ba1\u8868\u793a<\/td>\n<td>\u65e0\u9700\u8fdb\u884c\u5b8c\u6574\u5b9e\u9a8c\u5373\u53ef\u8fdb\u884c\u589e\u91cf\u6d4b\u91cf<\/td>\n<td>\u7edf\u8ba1\u590d\u6742\u6027\uff1b\u9700\u8981\u9a8c\u8bc1<\/td>\n<\/tr>\n<tr data-source-line=\"234-234\">\n<td>\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u4eba\u5de5\u667a\u80fd<\/td>\n<td>\u8de8\u53ef\u89c2\u5bdf\u63a5\u89e6\u70b9\u7684\u5c5e\u6027\u503c<\/td>\n<td>\u9002\u5e94\u53ef\u7528\u7684\u8eab\u4efd\u4fe1\u53f7\uff1b\u6301\u7eed\u5b66\u4e60<\/td>\n<td>\u6a21\u578b\u900f\u660e\u5ea6\u95ee\u9898\uff1b\u5b9e\u65bd\u590d\u6742\u6027<\/td>\n<\/tr>\n<tr data-source-line=\"235-235\">\n<td>\u9884\u6d4b\u53d7\u4f17\u6a21\u578b<\/td>\n<td>\u5c06\u5b66\u4e60\u6210\u679c\u6269\u5c55\u5230\u7c7b\u4f3c\u7528\u6237<\/td>\n<td>\u5c06\u8986\u76d6\u8303\u56f4\u6269\u5927\u5230\u5df2\u8bc6\u522b\u7528\u6237\u4e4b\u5916<\/td>\n<td>\u7cbe\u5ea6\u4f4e\u4e8e\u76f4\u63a5\u6d4b\u91cf<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n\u5bf9\u4e8e B2B \u516c\u53f8\u6765\u8bf4\uff0c\u8fd9\u4e9b AI \u65b9\u6cd5\u5728\u89e3\u51b3\u4ee5\u4e0b\u95ee\u9898\u65b9\u9762\u5c24\u5176\u6709\u4ef7\u503c\uff1a\u00a0<a href=\"https:\/\/attrisight.com\/zh\/%e8%90%a5%e9%94%80%e5%bd%92%e5%9b%a0-b2b-%e7%8b%ac%e7%89%b9%e6%8c%91%e6%88%98%e8%a7%a3%e5%86%b3%e6%96%b9%e6%a1%88\/\" target=\"_blank\" rel=\"noopener noreferrer\">\u72ec\u7279\u7684 B2B \u5f52\u56e0\u6311\u6218<\/a>\u00a0\u4f8b\u5982\u8f83\u957f\u7684\u9500\u552e\u5468\u671f\u548c\u591a\u4e2a\u51b3\u7b56\u8005\u3002\n<h4 id=\"case-example%3A-saas-company's-ai-powered-attribution\" tabindex=\"-1\" data-source-line=\"239-239\"><span class=\"ez-toc-section\" id=\"Case_Example_SaaS_Companys_AI-Powered_Attribution\"><\/span>\u6848\u4f8b\uff1aSaaS \u516c\u53f8\u7684 AI \u5f52\u56e0<span class=\"ez-toc-section-end\"><\/span><\/h4>\n\u4e00\u5bb6\u6210\u957f\u4e2d\u7684 SaaS \u516c\u53f8\u5b9e\u65bd\u4e86\u4eba\u5de5\u667a\u80fd\u5f52\u56e0\u6280\u672f\uff0c\u4ee5\u5728 Cookie \u9650\u5236\u7684\u60c5\u51b5\u4e0b\u4fdd\u6301\u6d4b\u91cf\u80fd\u529b\uff1a\n<ol data-source-line=\"243-247\">\n<li data-source-line=\"243-243\">\u90e8\u7f72\u57fa\u4e8e\u5386\u53f2\u5168\u65c5\u7a0b\u6570\u636e\u8bad\u7ec3\u7684\u673a\u5668\u5b66\u4e60\u6a21\u578b\u6765\u9884\u6d4b\u63a5\u89e6\u70b9\u5f71\u54cd<\/li>\n<li data-source-line=\"244-244\">\u5b9e\u65bd\u81ea\u52a8\u6a21\u5f0f\u8bc6\u522b\u4ee5\u8bc6\u522b\u9ad8\u4ef7\u503c\u7684\u90e8\u5206\u65c5\u7a0b<\/li>\n<li data-source-line=\"245-245\">\u521b\u5efa\u7efc\u5408\u53d7\u4f17\u6a21\u578b\uff0c\u4ee5\u6269\u5c55\u5bf9\u7ecf\u8fc7\u8eab\u4efd\u9a8c\u8bc1\u7684\u7528\u6237\u7684\u6d1e\u5bdf<\/li>\n<li data-source-line=\"246-247\">\u5f00\u53d1\u5f02\u5e38\u68c0\u6d4b\u529f\u80fd\uff0c\u4ee5\u5728\u4fe1\u53f7\u53ef\u7528\u6027\u53d8\u5316\u7684\u60c5\u51b5\u4e0b\u4fdd\u6301\u6570\u636e\u8d28\u91cf<\/li>\n<\/ol>\n\u7814\u7a76\u7ed3\u679c\u5305\u62ec\uff1a\n<ul data-source-line=\"249-252\">\n<li data-source-line=\"249-249\">\u5c3d\u7ba1\u53ef\u8ffd\u8e2a\u7684\u65c5\u7a0b\u51cf\u5c11\u4e86 70%\uff0c\u4f46\u4ecd\u7ef4\u6301\u4e86 82% \u8f6c\u5316\u7684\u5f52\u56e0\u8986\u76d6\u7387<\/li>\n<li data-source-line=\"250-250\">\u901a\u8fc7\u4eba\u5de5\u667a\u80fd\u4f18\u5316\u6d1e\u5bdf\uff0c\u8f6c\u5316\u7387\u63d0\u9ad8\u4e86 32%<\/li>\n<li data-source-line=\"251-252\">\u901a\u8fc7\u81ea\u52a8\u6d1e\u5bdf\u751f\u6210\u5c06\u6570\u636e\u5206\u6790\u65f6\u95f4\u7f29\u77ed\u4e86 65%<\/li>\n<\/ul>\n<h2 id=\"implementing-a-post-cookie-attribution-framework\" tabindex=\"-1\" data-source-line=\"253-253\"><span class=\"ez-toc-section\" id=\"Implementing_a_Post-Cookie_Attribution_Framework\"><\/span>\u5b9e\u65bd Cookie \u540e\u5f52\u56e0\u6846\u67b6<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\u8003\u8651\u5230\u8fd9\u4e9b\u7b56\u7565\uff0c\u7ec4\u7ec7\u5e94\u8be5\u5982\u4f55\u6784\u5efa\u9762\u54112025\u5e74\u53ca\u4ee5\u540e\u7684\u5f52\u56e0\u6846\u67b6\uff1f\u4ee5\u4e0b\u662f\u4e00\u4e2a\u5207\u5b9e\u53ef\u884c\u7684\u5b9e\u65bd\u65b9\u6cd5\uff1a\n<h3 id=\"phase-1%3A-assessment-and-foundation\" tabindex=\"-1\" data-source-line=\"257-257\"><span class=\"ez-toc-section\" id=\"Phase_1_Assessment_and_Foundation\"><\/span>\u7b2c\u4e00\u9636\u6bb5\uff1a\u8bc4\u4f30\u548c\u57fa\u7840<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<h4 id=\"current-state-analysis\" tabindex=\"-1\" data-source-line=\"259-259\"><span class=\"ez-toc-section\" id=\"Current_State_Analysis\"><\/span>\u73b0\u72b6\u5206\u6790<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul data-source-line=\"261-265\">\n<li data-source-line=\"261-261\"><strong>\u5f52\u56e0\u5ba1\u8ba1<\/strong>\uff1a\u8bc4\u4f30\u5f53\u524d\u7684\u5f52\u56e0\u80fd\u529b\u548c Cookie \u4f9d\u8d56\u6027<\/li>\n<li data-source-line=\"262-262\"><strong>\u9690\u79c1\u5f71\u54cd\u8bc4\u4f30<\/strong>\uff1a\u8bc6\u522b\u8106\u5f31\u7684\u6d4b\u91cf\u533a\u57df<\/li>\n<li data-source-line=\"263-263\"><strong>\u6570\u636e\u6e05\u5355<\/strong>\uff1a\u5bf9\u53ef\u7528\u7684\u7b2c\u4e00\u65b9\u6570\u636e\u8d44\u4ea7\u8fdb\u884c\u5206\u7c7b<\/li>\n<li data-source-line=\"264-265\"><strong>\u5229\u76ca\u76f8\u5173\u8005\u534f\u8c03<\/strong>\uff1a\u786e\u4fdd\u5bf9\u6311\u6218\u548c\u673a\u9047\u8fbe\u6210\u5171\u8bc6<\/li>\n<\/ul>\n<h4 id=\"strategic-planning\" tabindex=\"-1\" data-source-line=\"266-266\"><span class=\"ez-toc-section\" id=\"Strategic_Planning\"><\/span>\u6218\u7565\u89c4\u5212<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul data-source-line=\"268-272\">\n<li data-source-line=\"268-268\"><strong>\u5317\u6781\u661f\u5b9a\u4e49<\/strong>\uff1a\u5efa\u7acb\u7406\u60f3\u7684\u672a\u6765\u5f52\u56e0\u72b6\u6001<\/li>\n<li data-source-line=\"269-269\"><strong>\u5dee\u8ddd\u5206\u6790<\/strong>\uff1a\u786e\u5b9a\u9700\u8981\u8f6c\u578b\u7684\u5177\u4f53\u80fd\u529b<\/li>\n<li data-source-line=\"270-270\"><strong>\u4f18\u5148\u7ea7\u6846\u67b6<\/strong>\uff1a\u786e\u5b9a\u9996\u5148\u8981\u89e3\u51b3\u7684\u6311\u6218<\/li>\n<li data-source-line=\"271-272\"><strong>\u8def\u7ebf\u56fe\u5f00\u53d1<\/strong>\uff1a\u5236\u5b9a\u5206\u9636\u6bb5\u5b9e\u65bd\u8ba1\u5212<\/li>\n<\/ul>\n<h3 id=\"phase-2%3A-first-party-foundation\" tabindex=\"-1\" data-source-line=\"273-273\"><span class=\"ez-toc-section\" id=\"Phase_2_First-Party_Foundation\"><\/span>\u7b2c\u4e8c\u9636\u6bb5\uff1a\u7b2c\u4e00\u65b9\u57fa\u7840<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<h4 id=\"data-collection-enhancement\" tabindex=\"-1\" data-source-line=\"275-275\"><span class=\"ez-toc-section\" id=\"Data_Collection_Enhancement\"><\/span>\u6570\u636e\u6536\u96c6\u589e\u5f3a<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul data-source-line=\"277-281\">\n<li data-source-line=\"277-277\"><strong>\u8ddf\u8e2a\u5b9e\u65bd\u60c5\u51b5<\/strong>\uff1a\u6539\u8fdb\u7b2c\u4e00\u65b9\u6570\u636e\u6536\u96c6<\/li>\n<li data-source-line=\"278-278\"><strong>\u540c\u610f\u6846\u67b6<\/strong>\uff1a\u5b9e\u65bd\u5f3a\u5927\u7684\u6743\u9650\u7ba1\u7406<\/li>\n<li data-source-line=\"279-279\"><strong>\u8ba4\u8bc1\u7b56\u7565<\/strong>\uff1a\u5236\u5b9a\u63d0\u5347\u767b\u5f55\u4f53\u9a8c\u7684\u65b9\u6cd5<\/li>\n<li data-source-line=\"280-281\"><strong>\u670d\u52a1\u5668\u7aef\u8fc1\u79fb<\/strong>\uff1a\u5728\u9002\u5f53\u7684\u60c5\u51b5\u4e0b\u5c06\u5173\u952e\u8ddf\u8e2a\u79fb\u81f3\u670d\u52a1\u5668\u7aef<\/li>\n<\/ul>\n<h4 id=\"identity-resolution\" tabindex=\"-1\" data-source-line=\"282-282\"><span class=\"ez-toc-section\" id=\"Identity_Resolution\"><\/span>\u8eab\u4efd\u89e3\u6790<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul data-source-line=\"284-288\">\n<li data-source-line=\"284-284\"><strong>\u5ba2\u6237ID\u6846\u67b6<\/strong>\uff1a\u5efa\u7acb\u6301\u4e45\u8eab\u4efd\u7684\u65b9\u6cd5<\/li>\n<li data-source-line=\"285-285\"><strong>\u8de8\u8bbe\u5907\u65b9\u6cd5\u8bba<\/strong>\uff1a\u5b9e\u65bd\u8bbe\u5907\u8fde\u63a5\u89e3\u51b3\u65b9\u6848<\/li>\n<li data-source-line=\"286-286\"><strong>\u8eab\u4efd\u56fe<\/strong>\uff1a\u6784\u5efa\u6216\u5229\u7528\u8eab\u4efd\u7ba1\u7406\u89e3\u51b3\u65b9\u6848<\/li>\n<li data-source-line=\"287-288\"><strong>\u62fc\u63a5\u89c4\u5219<\/strong>\uff1a\u5b9a\u4e49\u5982\u4f55\u8fde\u63a5\u788e\u7247\u5316\u7684\u7528\u6237\u65c5\u7a0b<\/li>\n<\/ul>\n<h3 id=\"phase-3%3A-modeling-implementation\" tabindex=\"-1\" data-source-line=\"289-289\"><span class=\"ez-toc-section\" id=\"Phase_3_Modeling_Implementation\"><\/span>\u7b2c\u4e09\u9636\u6bb5\uff1a\u5efa\u6a21\u5b9e\u65bd<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<h4 id=\"model-development\" tabindex=\"-1\" data-source-line=\"291-291\"><span class=\"ez-toc-section\" id=\"Model_Development\"><\/span>\u6a21\u578b\u5f00\u53d1<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul data-source-line=\"293-297\">\n<li data-source-line=\"293-293\"><strong>\u5efa\u6a21\u65b9\u6cd5\u9009\u62e9<\/strong>\uff1a\u6839\u636e\u4e1a\u52a1\u9700\u6c42\u9009\u62e9\u5408\u9002\u7684\u65b9\u6cd5<\/li>\n<li data-source-line=\"294-294\"><strong>\u5386\u53f2\u6570\u636e\u51c6\u5907<\/strong>\uff1a\u7ec4\u88c5\u6a21\u578b\u7684\u8bad\u7ec3\u6570\u636e<\/li>\n<li data-source-line=\"295-295\"><strong>\u7b97\u6cd5\u5f00\u53d1\/\u9009\u62e9<\/strong>\uff1a\u6784\u5efa\u6216\u5b9e\u73b0\u9002\u5f53\u7684\u7b97\u6cd5<\/li>\n<li data-source-line=\"296-297\"><strong>\u6a21\u578b\u9a8c\u8bc1<\/strong>\uff1a\u901a\u8fc7\u56de\u6eaf\u6d4b\u8bd5\u548c\u5b9e\u9a8c\u786e\u5b9a\u51c6\u786e\u6027<\/li>\n<\/ul>\n<h4 id=\"technical-infrastructure\" tabindex=\"-1\" data-source-line=\"298-298\"><span class=\"ez-toc-section\" id=\"Technical_Infrastructure\"><\/span>\u6280\u672f\u57fa\u7840\u8bbe\u65bd<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul data-source-line=\"300-304\">\n<li data-source-line=\"300-300\"><strong>\u5904\u7406\u80fd\u529b<\/strong>\uff1a\u786e\u4fdd\u8db3\u591f\u7684\u8ba1\u7b97\u8d44\u6e90<\/li>\n<li data-source-line=\"301-301\"><strong>\u6570\u636e\u7ba1\u9053\u5f00\u53d1<\/strong>\uff1a\u4e3a\u6a21\u578b\u8f93\u5165\u521b\u5efa\u81ea\u52a8\u5316\u6d41\u7a0b<\/li>\n<li data-source-line=\"302-302\"><strong>\u96c6\u6210\u67b6\u6784<\/strong>\uff1a\u5c06\u6a21\u578b\u4e0e\u8425\u9500\u6267\u884c\u7cfb\u7edf\u8fde\u63a5\u8d77\u6765<\/li>\n<li data-source-line=\"303-304\"><strong>\u6cbb\u7406\u6846\u67b6<\/strong>\uff1a\u5efa\u7acb\u6a21\u578b\u7ba1\u7406\u63a7\u5236<\/li>\n<\/ul>\n<h3 id=\"phase-4%3A-organizational-enablement\" tabindex=\"-1\" data-source-line=\"305-305\"><span class=\"ez-toc-section\" id=\"Phase_4_Organizational_Enablement\"><\/span>\u7b2c\u56db\u9636\u6bb5\uff1a\u7ec4\u7ec7\u652f\u6301<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<h4 id=\"team-capability-development\" tabindex=\"-1\" data-source-line=\"307-307\"><span class=\"ez-toc-section\" id=\"Team_Capability_Development\"><\/span>\u56e2\u961f\u80fd\u529b\u53d1\u5c55<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul data-source-line=\"309-313\">\n<li data-source-line=\"309-309\"><strong>\u6280\u80fd\u8bc4\u4f30<\/strong>\uff1a\u8bc6\u522b\u5f52\u56e0\u76f8\u5173\u7684\u80fd\u529b\u5dee\u8ddd<\/li>\n<li data-source-line=\"310-310\"><strong>\u57f9\u8bad\u8ba1\u5212<\/strong>\uff1a\u9488\u5bf9\u5173\u952e\u5229\u76ca\u76f8\u5173\u8005\u5f00\u5c55\u6559\u80b2<\/li>\n<li data-source-line=\"311-311\"><strong>\u5353\u8d8a\u4e2d\u5fc3<\/strong>\uff1a\u6253\u9020\u4e13\u4e1a\u7684\u5f52\u56e0\u4e13\u5bb6<\/li>\n<li data-source-line=\"312-313\"><strong>\u5916\u90e8\u5408\u4f5c\u4f19\u4f34\u5173\u7cfb<\/strong>\uff1a\u786e\u5b9a\u6240\u9700\u7684\u673a\u6784\u6216\u4f9b\u5e94\u5546\u652f\u6301<\/li>\n<\/ul>\n<h4 id=\"process-integration\" tabindex=\"-1\" data-source-line=\"314-314\"><span class=\"ez-toc-section\" id=\"Process_Integration\"><\/span>\u6d41\u7a0b\u96c6\u6210<span class=\"ez-toc-section-end\"><\/span><\/h4>\n<ul data-source-line=\"316-320\">\n<li data-source-line=\"316-316\"><strong>\u62a5\u544a\u8fc7\u6e21<\/strong>\uff1a\u4ece\u57fa\u4e8e Cookie \u7684\u62a5\u544a\u6846\u67b6\u8fc1\u79fb\u5230\u65b0\u7684\u62a5\u544a\u6846\u67b6<\/li>\n<li data-source-line=\"317-317\"><strong>\u89c4\u5212\u6574\u5408<\/strong>\uff1a\u5c06\u65b0\u7684\u5f52\u56e0\u6d1e\u5bdf\u878d\u5165\u8425\u9500\u89c4\u5212<\/li>\n<li data-source-line=\"318-318\"><strong>\u4f18\u5316\u5de5\u4f5c\u6d41\u7a0b<\/strong>\uff1a\u521b\u5efa\u6301\u7eed\u57fa\u4e8e\u5f52\u56e0\u7684\u4f18\u5316\u6d41\u7a0b<\/li>\n<li data-source-line=\"319-320\"><strong>\u6301\u7eed\u6539\u8fdb<\/strong>\uff1a\u5efa\u7acb\u53cd\u9988\u5faa\u73af\u4ee5\u589e\u5f3a\u5f52\u56e0<\/li>\n<\/ul>\n<h2 id=\"implementation-timeline\" tabindex=\"-1\" data-source-line=\"321-321\"><span class=\"ez-toc-section\" id=\"Implementation_Timeline\"><\/span>\u5b9e\u65bd\u65f6\u95f4\u8868<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<table data-source-line=\"323-328\">\n<thead data-source-line=\"323-323\">\n<tr data-source-line=\"323-323\">\n<th>\u9636\u6bb5<\/th>\n<th>\u65f6\u95f4\u7ebf<\/th>\n<th>\u5173\u952e\u4ea4\u4ed8\u6210\u679c<\/th>\n<th>\u6210\u529f\u6307\u6807<\/th>\n<\/tr>\n<\/thead>\n<tbody data-source-line=\"325-328\">\n<tr data-source-line=\"325-325\">\n<td>\u8bc4\u4f30\u4e0e\u57fa\u7840<\/td>\n<td>1-2\u4e2a\u6708<\/td>\n<td>\u5f52\u56e0\u5ba1\u8ba1\uff1b\u6218\u7565\u6587\u4ef6\uff1b\u4f18\u5148\u8def\u7ebf\u56fe<\/td>\n<td>\u5229\u76ca\u76f8\u5173\u8005\u534f\u8c03\uff1b\u660e\u786e\u4f18\u5148\u4e8b\u9879\uff1b\u8d44\u6e90\u914d\u7f6e<\/td>\n<\/tr>\n<tr data-source-line=\"326-326\">\n<td>\u7b2c\u4e00\u65b9\u57fa\u91d1\u4f1a<\/td>\n<td>3-6\u4e2a\u6708<\/td>\n<td>\u589e\u5f3a\u7684\u8ddf\u8e2a\u5b9e\u65bd\uff1b\u540c\u610f\u6846\u67b6\uff1b\u8eab\u4efd\u89e3\u6790\u80fd\u529b<\/td>\n<td>\u7b2c\u4e00\u65b9\u6570\u636e\u8986\u76d6\u7387\u63d0\u5347\uff1b\u8eab\u4efd\u89e3\u6790\u7387\u63d0\u5347<\/td>\n<\/tr>\n<tr data-source-line=\"327-327\">\n<td>\u5efa\u6a21\u5b9e\u65bd<\/td>\n<td>4-8\u4e2a\u6708<\/td>\n<td>\u6a21\u578b\u5f00\u53d1\uff1b\u6280\u672f\u57fa\u7840\u8bbe\u65bd\uff1b\u4e0e\u8425\u9500\u7cfb\u7edf\u7684\u6574\u5408<\/td>\n<td>\u5c3d\u7ba1\u5b58\u5728 Cookie \u9650\u5236\uff0c\u4f46\u5f52\u56e0\u8986\u76d6\u7387\u4ecd\u7136\u5f88\u9ad8\uff1b\u6a21\u578b\u51c6\u786e\u6027\u9a8c\u8bc1<\/td>\n<\/tr>\n<tr data-source-line=\"328-328\">\n<td>\u7ec4\u7ec7\u652f\u6301<\/td>\n<td>\u6b63\u5728\u8fdb\u884c<\/td>\n<td>\u56e2\u961f\u57f9\u8bad\uff1b\u6d41\u7a0b\u6574\u5408\uff1b\u4f18\u5316\u5de5\u4f5c\u6d41\u7a0b<\/td>\n<td>\u7ec4\u7ec7\u91c7\u7528\uff1b\u51b3\u7b56\u5f71\u54cd\uff1b\u8425\u9500\u7ee9\u6548\u6539\u8fdb<\/td>\n<\/tr>\n<\/tbody>\n<\/table>\n<h2 id=\"case-study%3A-consumer-brand's-post-cookie-attribution-transformation\" tabindex=\"-1\" data-source-line=\"330-330\"><span class=\"ez-toc-section\" id=\"Case_Study_Consumer_Brands_Post-Cookie_Attribution_Transformation\"><\/span>\u6848\u4f8b\u7814\u7a76\uff1a\u6d88\u8d39\u8005\u54c1\u724c\u5728 Cookie \u5f52\u56e0\u540e\u7684\u8f6c\u578b<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\u968f\u7740 Cookie \u7684\u6d88\u5931\u548c\u9690\u79c1\u6cd5\u89c4\u7684\u52a0\u5f3a\uff0c\u4e00\u5bb6\u9886\u5148\u7684\u6d88\u8d39\u7535\u5b50\u54c1\u724c\u9762\u4e34\u7740\u5de8\u5927\u7684\u5f52\u56e0\u6311\u6218\u3002\u7531\u4e8e\u5176 70% \u7684\u6570\u5b57\u8425\u9500\u8861\u91cf\u6307\u6807\u4f9d\u8d56\u4e8e\u7b2c\u4e09\u65b9 Cookie\uff0c\u4ed6\u4eec\u9700\u8981\u8fdb\u884c\u5168\u9762\u7684\u8f6c\u578b\u3002\n<h3 id=\"the-challenge\" tabindex=\"-1\" data-source-line=\"334-334\"><span class=\"ez-toc-section\" id=\"The_Challenge\"><\/span>\u6311\u6218<span class=\"ez-toc-section-end\"><\/span><\/h3>\n<ul data-source-line=\"336-340\">\n<li data-source-line=\"336-336\">65% \u901a\u8fc7\u4f20\u7edf\u65b9\u6cd5\u8ffd\u8e2a\u7528\u6237\u65c5\u7a0b\u7684\u51cf\u5c11<\/li>\n<li data-source-line=\"337-337\">\u5f52\u56e0\u8986\u76d6\u7387\u4ece 85% \u964d\u81f3 40% \u4ee5\u4e0b<\/li>\n<li data-source-line=\"338-338\">\u6e20\u9053\u56e2\u961f\u5229\u7528\u8d8a\u6765\u8d8a\u4e0d\u5b8c\u6574\u7684\u6570\u636e\u505a\u51fa\u51b3\u7b56<\/li>\n<li data-source-line=\"339-340\">\u5a92\u4f53\u5408\u4f5c\u4f19\u4f34\u63d0\u4f9b\u7684\u8f6c\u5316\u6570\u636e\u4e0d\u4e00\u81f4\u4e14\u7ecf\u5e38\u76f8\u4e92\u51b2\u7a81<\/li>\n<\/ul>\n<h3 id=\"the-approach\" tabindex=\"-1\" data-source-line=\"341-341\"><span class=\"ez-toc-section\" id=\"The_Approach\"><\/span>\u65b9\u6cd5<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u8be5\u54c1\u724c\u5b9e\u65bd\u4e86\u5168\u9762\u7684\u5f52\u56e0\u8f6c\u578b\uff1a\n<ol data-source-line=\"345-368\">\n<li data-source-line=\"345-350\">\n<strong>\u7b2c\u4e00\u65b9\u6570\u636e\u8f6c\u6362<\/strong>\n<ul data-source-line=\"346-350\">\n<li data-source-line=\"346-346\">\u91cd\u65b0\u8bbe\u8ba1\u7f51\u7ad9\u548c\u5e94\u7528\u7a0b\u5e8f\u4f53\u9a8c\uff0c\u5c06\u767b\u5f55\u7387\u4ece 15% \u63d0\u9ad8\u5230 62%<\/li>\n<li data-source-line=\"347-347\">\u5b9e\u65bd\u5173\u952e\u5ba2\u6237\u65c5\u7a0b\u4e8b\u4ef6\u7684\u670d\u52a1\u5668\u7aef\u8ddf\u8e2a<\/li>\n<li data-source-line=\"348-348\">\u521b\u5efa\u4ef7\u503c\u4ea4\u6362\u8ba1\u5212\uff0c\u4e3a\u7ecf\u8fc7\u9a8c\u8bc1\u7684\u4f53\u9a8c\u63d0\u4f9b\u76ca\u5904<\/li>\n<li data-source-line=\"349-350\">\u90e8\u7f72\u4e86\u589e\u5f3a\u578b\u540c\u610f\u7ba1\u7406\uff0c\u9009\u62e9\u52a0\u5165\u7387\u4e3a 78%<\/li>\n<\/ul>\n<\/li>\n<li data-source-line=\"351-356\">\n<strong>\u5efa\u6a21\u589e\u5f3a<\/strong>\n<ul data-source-line=\"352-356\">\n<li data-source-line=\"352-352\">\u4f7f\u7528\u673a\u5668\u5b66\u4e60\u5f00\u53d1\u8f6c\u6362\u6a21\u578b\u6765\u586b\u8865\u65c5\u7a0b\u7a7a\u767d<\/li>\n<li data-source-line=\"353-353\">\u5b9e\u65bd\u5a92\u4f53\u7ec4\u5408\u6a21\u578b\uff0c\u5b9e\u73b0\u6218\u7565\u6e20\u9053\u5206\u914d<\/li>\n<li data-source-line=\"354-354\">\u521b\u5efa\u589e\u91cf\u6d4b\u8bd5\u7a0b\u5e8f\u6765\u9a8c\u8bc1\u5f52\u56e0\u7ed3\u679c<\/li>\n<li data-source-line=\"355-356\">\u5efa\u7acb\u7edf\u4e00\u7684\u6d4b\u91cf\u6846\u67b6\uff0c\u7ed3\u5408\u65b9\u6cd5\u8bba<\/li>\n<\/ul>\n<\/li>\n<li data-source-line=\"357-362\">\n<strong>\u9690\u79c1\u57fa\u7840\u8bbe\u65bd\u5f00\u53d1<\/strong>\n<ul data-source-line=\"358-362\">\n<li data-source-line=\"358-358\">\u90e8\u7f72\u6570\u636e\u6d01\u51c0\u5ba4\u6280\u672f\uff0c\u5b9e\u73b0\u9690\u79c1\u5b89\u5168\u7684\u5408\u4f5c\u4f19\u4f34\u6570\u636e\u534f\u4f5c<\/li>\n<li data-source-line=\"359-359\">\u4f7f\u7528\u6563\u5217\u7535\u5b50\u90ae\u4ef6\u5b9e\u73b0\u9690\u79c1\u4fdd\u62a4\u8eab\u4efd\u6846\u67b6<\/li>\n<li data-source-line=\"360-360\">\u521b\u5efa\u5177\u6709\u590d\u6742\u8bbf\u95ee\u63a7\u5236\u7684\u7b2c\u4e00\u65b9\u6570\u636e\u4ed3\u5e93<\/li>\n<li data-source-line=\"361-362\">\u5f00\u53d1\u533f\u540d\u65c5\u7a0b\u5206\u6790\u529f\u80fd<\/li>\n<\/ul>\n<\/li>\n<li data-source-line=\"363-368\">\n<strong>\u7ec4\u7ec7\u8f6c\u578b<\/strong>\n<ul data-source-line=\"364-368\">\n<li data-source-line=\"364-364\">\u7ec4\u5efa\u6db5\u76d6\u5206\u6790\u3001\u8425\u9500\u548c IT \u7684\u8de8\u804c\u80fd\u5f52\u56e0\u56e2\u961f<\/li>\n<li data-source-line=\"365-365\">\u521b\u5efa\u4e86\u6709\u5173\u65b0\u6d4b\u91cf\u65b9\u6cd5\u7684\u7efc\u5408\u57f9\u8bad\u8ba1\u5212<\/li>\n<li data-source-line=\"366-366\">\u5f00\u53d1\u4e86\u663e\u793a\u4f20\u7edf\u65b9\u6cd5\u548c\u65b0\u65b9\u6cd5\u7684\u8fc7\u6e21\u4eea\u8868\u677f<\/li>\n<li data-source-line=\"367-368\">\u5229\u7528\u65b0\u7684\u5f52\u56e0\u6d1e\u5bdf\u5efa\u7acb\u6bcf\u5468\u4f18\u5316\u6d41\u7a0b<\/li>\n<\/ul>\n<\/li>\n<\/ol>\n<h3 id=\"the-results\" tabindex=\"-1\" data-source-line=\"369-369\"><span class=\"ez-toc-section\" id=\"The_Results\"><\/span>\u7ed3\u679c<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u5c3d\u7ba1\u57fa\u4e8e Cookie \u7684\u8ddf\u8e2a\u5927\u5e45\u51cf\u5c11\uff0c\u8be5\u54c1\u724c\u4ecd\u7136\u53d6\u5f97\u4e86\u4ee5\u4e0b\u6210\u5c31\uff1a\n<ul data-source-line=\"372-376\">\n<li data-source-line=\"372-372\">\u901a\u8fc7\u7ec4\u5408\u65b9\u6cd5\u7ef4\u6301 85% \u8f6c\u5316\u7684\u5f52\u56e0\u8986\u76d6\u7387<\/li>\n<li data-source-line=\"373-373\">\u901a\u8fc7\u52a0\u5f3a\u9884\u7b97\u5206\u914d\uff0c\u8425\u9500\u6548\u7387\u63d0\u9ad8\u4e86 24%<\/li>\n<li data-source-line=\"374-374\">\u901a\u8fc7\u66f4\u597d\u7684\u4f18\u5316\uff0c\u5e7f\u544a\u652f\u51fa\u56de\u62a5\u7387\u63d0\u9ad8\u4e86 31%<\/li>\n<li data-source-line=\"375-376\">\u901a\u8fc7\u5efa\u7acb\u53ef\u4fe1\u7684\u6d4b\u91cf\u6846\u67b6\u51cf\u5c11\u6e20\u9053\u4e4b\u95f4\u7684\u62a5\u544a\u51b2\u7a81<\/li>\n<\/ul>\n\u6700\u91cd\u8981\u7684\u662f\uff0c\u5f53\u7ade\u4e89\u5bf9\u624b\u82e6\u82e6\u6323\u624e\u4e8e\u5f52\u56e0\u80fd\u529b\u7684\u6d88\u5931\u65f6\uff0c\u8be5\u54c1\u724c\u901a\u8fc7\u5353\u8d8a\u7684\u6d4b\u91cf\u5efa\u7acb\u4e86\u7ade\u4e89\u4f18\u52bf\uff0c\u968f\u7740\u9690\u79c1\u53d8\u5316\u7684\u52a0\u901f\uff0c\u8fd9\u79cd\u4f18\u52bf\u5c06\u7ee7\u7eed\u53d1\u6325\u4ef7\u503c\u3002\n<h2 id=\"expert-perspective%3A-the-future-of-attribution\" tabindex=\"-1\" data-source-line=\"379-379\"><span class=\"ez-toc-section\" id=\"Expert_Perspective_The_Future_of_Attribution\"><\/span>\u4e13\u5bb6\u89c2\u70b9\uff1a\u5f52\u56e0\u7684\u672a\u6765<span class=\"ez-toc-section-end\"><\/span><\/h2>\nAttrisight \u548c\u5176\u4ed6\u9886\u5148\u7ec4\u7ec7\u7684\u884c\u4e1a\u4e13\u5bb6\u5206\u4eab\u4e86\u4ed6\u4eec\u5bf9\u540e Cookie \u65f6\u4ee3\u5f52\u56e0\u53d1\u5c55\u65b9\u5411\u7684\u770b\u6cd5\uff1a\n<h3 id=\"embracing-multiple-methodologies\" tabindex=\"-1\" data-source-line=\"383-383\"><span class=\"ez-toc-section\" id=\"Embracing_Multiple_Methodologies\"><\/span>\u91c7\u7528\u591a\u79cd\u65b9\u6cd5<span class=\"ez-toc-section-end\"><\/span><\/h3>\nAttrisight \u9996\u5e2d\u5206\u6790\u5b98 Sarah Johnson \u89e3\u91ca\u8bf4\uff1a\u201c\u5f52\u56e0\u7684\u672a\u6765\u5e76\u975e\u5728\u4e8e\u627e\u5230\u5355\u4e00\u7684 Cookie \u66ff\u4ee3\u54c1\uff0c\u800c\u662f\u5728\u4e8e\u7ed3\u5408\u591a\u79cd\u65b9\u6cd5\uff0c\u4ece\u800c\u6784\u5efa\u5b8c\u6574\u7684\u6570\u636e\u56fe\u666f\u3002\u6700\u6210\u529f\u7684\u7ec4\u7ec7\u6b63\u5728\u5c3d\u53ef\u80fd\u5730\u5c06\u4e2a\u4eba\u5c42\u9762\u7684\u5f52\u56e0\u4e0e\u805a\u5408\u5efa\u6a21\u3001\u5b9e\u9a8c\u548c\u9ad8\u7ea7\u5206\u6790\u76f8\u7ed3\u5408\u3002\u8fd9\u79cd\u7edf\u4e00\u7684\u65b9\u6cd5\u6bd4\u4ee5\u5f80\u57fa\u4e8e Cookie \u7684\u6d4b\u91cf\u65b9\u6cd5\u80fd\u591f\u63d0\u4f9b\u66f4\u53ef\u9760\u7684\u6d1e\u5bdf\u3002\u201d\n<h3 id=\"from-individual-to-cohort-measurement\" tabindex=\"-1\" data-source-line=\"387-387\"><span class=\"ez-toc-section\" id=\"From_Individual_to_Cohort_Measurement\"><\/span>\u4ece\u4e2a\u4f53\u6d4b\u91cf\u5230\u7fa4\u4f53\u6d4b\u91cf<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u201c\u6211\u4eec\u6b63\u7ecf\u5386\u7740\u4ece\u4e2a\u4eba\u5c42\u9762\u8ffd\u8e2a\u5230\u7fa4\u7ec4\u5206\u6790\u7684\u6839\u672c\u6027\u8f6c\u53d8\uff0c\u201d\u4e00\u5bb6\u9886\u5148\u8425\u9500\u5206\u6790\u516c\u53f8\u7684\u6570\u636e\u79d1\u5b66\u526f\u603b\u88c1 Michael Chen \u6307\u51fa\u3002\u201c\u8fd9\u5b9e\u9645\u4e0a\u66f4\u7b26\u5408\u8425\u9500\u7684\u8fd0\u4f5c\u65b9\u5f0f\u2014\u2014\u6211\u4eec\u5e76\u975e\u9488\u5bf9\u4e2a\u4eba\u8fdb\u884c\u4f18\u5316\uff0c\u800c\u662f\u9488\u5bf9\u7ec6\u5206\u53d7\u4f17\u7fa4\u8fdb\u884c\u4f18\u5316\u3002\u5173\u952e\u5728\u4e8e\u5f00\u53d1\u590d\u6742\u7684\u65b9\u6cd5\u6765\u5206\u6790\u8fd9\u4e9b\u7fa4\u7ec4\uff0c\u540c\u65f6\u53c8\u4e0d\u635f\u5bb3\u9690\u79c1\u3002\u201d\n<h3 id=\"privacy-as-opportunity%2C-not-obstacle\" tabindex=\"-1\" data-source-line=\"391-391\"><span class=\"ez-toc-section\" id=\"Privacy_as_Opportunity_Not_Obstacle\"><\/span>\u9690\u79c1\u662f\u673a\u9047\uff0c\u800c\u975e\u969c\u788d<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u4e00\u5bb6\u5168\u7403\u5a92\u4f53\u673a\u6784\u7684\u9996\u5e2d\u9690\u79c1\u5b98\u827e\u7c73\u4e3d\u00b7\u7f57\u5fb7\u91cc\u683c\u65af (Emily Rodriguez) \u8868\u793a\uff1a\u201c\u5177\u6709\u524d\u77bb\u6027\u7684\u8425\u9500\u4eba\u5458\u5c06\u9690\u79c1\u53d8\u5316\u89c6\u4e3a\u4e0e\u5ba2\u6237\u5efa\u7acb\u66f4\u6df1\u5c42\u4fe1\u4efb\u5e76\u6539\u8fdb\u8861\u91cf\u6807\u51c6\u7684\u673a\u4f1a\u3002\u901a\u8fc7\u900f\u660e\u5730\u6536\u96c6\u6570\u636e\u5e76\u5efa\u7acb\u771f\u6b63\u7684\u4ef7\u503c\u4ea4\u6362\uff0c\u54c1\u724c\u5b9e\u9645\u4e0a\u53ef\u4ee5\u63d0\u9ad8\u5176\u7b2c\u4e00\u65b9\u6570\u636e\u7684\u8d28\u91cf\u548c\u8986\u76d6\u8303\u56f4\uff0c\u4ece\u800c\u63d0\u4f9b\u6bd4\u7b2c\u4e09\u65b9 Cookie \u66f4\u51c6\u786e\u7684\u5f52\u56e0\u6d1e\u5bdf\u3002\u201d\n<h3 id=\"the-convergence-of-attribution-and-experience\" tabindex=\"-1\" data-source-line=\"395-395\"><span class=\"ez-toc-section\" id=\"The_Convergence_of_Attribution_and_Experience\"><\/span>\u5f52\u56e0\u4e0e\u7ecf\u9a8c\u7684\u878d\u5408<span class=\"ez-toc-section-end\"><\/span><\/h3>\nAttrisight \u5ba2\u6237\u4f53\u9a8c\u603b\u76d1 David Kalman \u8868\u793a\uff1a\u201c\u6700\u4ee4\u4eba\u5174\u594b\u7684\u662f\uff0c\u5f52\u56e0\u6b63\u4e0e\u5ba2\u6237\u4f53\u9a8c\u66f4\u52a0\u7d27\u5bc6\u5730\u8054\u7cfb\u5728\u4e00\u8d77\u3002\u968f\u7740\u4f01\u4e1a\u4e13\u6ce8\u4e8e\u7b2c\u4e00\u65b9\u6570\u636e\u548c\u66f4\u7a33\u56fa\u7684\u5ba2\u6237\u5173\u7cfb\uff0c\u4ed6\u4eec\u6b63\u5728\u83b7\u5f97\u5f52\u56e0\u6d1e\u5bdf\uff0c\u8fd9\u5b9e\u9645\u4e0a\u6709\u52a9\u4e8e\u6539\u5584\u5ba2\u6237\u65c5\u7a0b\uff0c\u800c\u4e0d\u4ec5\u4ec5\u662f\u8861\u91cf\u5b83\u3002\u8fd9\u5f62\u6210\u4e86\u4e00\u4e2a\u826f\u6027\u5faa\u73af\uff0c\u66f4\u597d\u7684\u4f53\u9a8c\u4f1a\u5e26\u6765\u66f4\u5f3a\u5927\u7684\u8861\u91cf\u80fd\u529b\uff0c\u53cd\u4e4b\u4ea6\u7136\u3002\u201d\n<h2 id=\"faqs\" tabindex=\"-1\" data-source-line=\"399-399\"><span class=\"ez-toc-section\" id=\"FAQs\"><\/span>\u5e38\u89c1\u95ee\u9898<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<h3 id=\"how-accurate-can-attribution-be-without-cookies%3F\" tabindex=\"-1\" data-source-line=\"401-401\"><span class=\"ez-toc-section\" id=\"How_accurate_can_attribution_be_without_cookies\"><\/span>\u5982\u679c\u6ca1\u6709 Cookie\uff0c\u5f52\u56e0\u7684\u51c6\u786e\u6027\u80fd\u6709\u591a\u9ad8\uff1f<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u901a\u8fc7\u4e92\u8865\u65b9\u6cd5\uff0c\u5f52\u56e0\u65e0\u9700 Cookie \u4e5f\u80fd\u4fdd\u6301\u9ad8\u5ea6\u7cbe\u51c6\u3002\u7b2c\u4e00\u65b9\u6570\u636e\u53ef\u5728\u81ea\u6709\u6e20\u9053\u5185\u63d0\u4f9b\u7cbe\u51c6\u8861\u91cf\u3002\u9ad8\u7ea7\u8f6c\u5316\u6a21\u578b\u53ef\u4ee5\u586b\u8865\u672a\u89c2\u5bdf\u5230\u7684\u63a5\u89e6\u70b9\u7684\u7a7a\u767d\uff0c\u51c6\u786e\u7387\u9ad8\u8fbe 80-90%\u3002\u589e\u91cf\u6d4b\u8bd5\u53ef\u4ee5\u9a8c\u8bc1\u6a21\u578b\u7ed3\u679c\u7684\u56e0\u679c\u5173\u7cfb\u3002\u867d\u7136\u901a\u7528\u8de8\u7ad9\u8ffd\u8e2a\u7684\u4f7f\u7528\u7387\u6b63\u5728\u4e0b\u964d\uff0c\u4f46\u7ecf\u8fc7\u9a8c\u8bc1\u7684\u65c5\u7a0b\u3001\u7edf\u8ba1\u5efa\u6a21\u548c\u53d7\u63a7\u5b9e\u9a8c\u7684\u7ed3\u5408\u901a\u5e38\u6bd4\u57fa\u4e8e Cookie \u7684\u5f52\u56e0\u65b9\u6cd5\u80fd\u63d0\u4f9b\u66f4\u6709\u610f\u4e49\u7684\u6d1e\u5bdf\uff0c\u56e0\u4e3a\u5b83\u5173\u6ce8\u7684\u662f\u589e\u91cf\u5f71\u54cd\uff0c\u800c\u4e0d\u4ec5\u4ec5\u662f\u76f8\u5173\u6027\u3002\n<h3 id=\"what-technology-investments-are-most-important-for-post-cookie-attribution%3F\" tabindex=\"-1\" data-source-line=\"404-404\"><span class=\"ez-toc-section\" id=\"What_technology_investments_are_most_important_for_post-cookie_attribution\"><\/span>\u54ea\u4e9b\u6280\u672f\u6295\u8d44\u5bf9\u4e8e\u540e Cookie \u5f52\u56e0\u6700\u91cd\u8981\uff1f<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u6700\u5173\u952e\u7684\u6295\u8d44\u5305\u62ec\uff1a(1) \u51cf\u5c11\u5bf9\u57fa\u4e8e\u6d4f\u89c8\u5668\u7684\u6d4b\u91cf\u4f9d\u8d56\u7684\u670d\u52a1\u5668\u7aef\u8ddf\u8e2a\u57fa\u7840\u8bbe\u65bd\uff1b(2) \u7edf\u4e00\u8de8\u63a5\u89e6\u70b9\u7b2c\u4e00\u65b9\u6570\u636e\u7684\u5ba2\u6237\u6570\u636e\u5e73\u53f0\uff1b(3) \u7528\u4e8e\u7b26\u5408\u9690\u79c1\u8981\u6c42\u7684\u6570\u636e\u534f\u4f5c\u7684\u6570\u636e\u6e05\u7406\u5ba4\u6280\u672f\uff1b(4) \u7528\u4e8e\u8f6c\u5316\u548c\u5a92\u4f53\u7ec4\u5408\u5efa\u6a21\u7684\u673a\u5668\u5b66\u4e60\u80fd\u529b\uff1b\u4ee5\u53ca (5) \u7528\u4e8e\u589e\u91cf\u6d4b\u8bd5\u7684\u5b9e\u9a8c\u5e73\u53f0\u3002\u76f8\u5bf9\u4f18\u5148\u7ea7\u53d6\u51b3\u4e8e\u60a8\u7684\u4e1a\u52a1\u6a21\u5f0f\uff0c\u76f4\u63a5\u9762\u5411\u6d88\u8d39\u8005\u7684\u4f01\u4e1a\u4ece\u7b2c\u4e00\u65b9\u6570\u636e\u57fa\u7840\u8bbe\u65bd\u4e2d\u83b7\u76ca\u6700\u591a\uff0c\u800c\u901a\u8fc7\u4e2d\u4ecb\u9500\u552e\u7684\u54c1\u724c\u5219\u4ece\u5efa\u6a21\u548c\u5b9e\u9a8c\u80fd\u529b\u4e2d\u83b7\u76ca\u66f4\u591a\u3002\n<h3 id=\"how-should-marketing-teams-adapt-to-new-attribution-realities%3F\" tabindex=\"-1\" data-source-line=\"407-407\"><span class=\"ez-toc-section\" id=\"How_should_marketing_teams_adapt_to_new_attribution_realities\"><\/span>\u8425\u9500\u56e2\u961f\u5e94\u5982\u4f55\u9002\u5e94\u65b0\u7684\u5f52\u56e0\u73b0\u5b9e\uff1f<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u8425\u9500\u56e2\u961f\u5e94\u91cd\u70b9\u5173\u6ce8\u4ee5\u4e0b\u51e0\u9879\u8c03\u6574\uff1a\uff081\uff09\u57f9\u517b\u8d85\u8d8a\u4f20\u7edf\u6307\u6807\u7684\u6570\u636e\u7d20\u517b\uff0c\u7406\u89e3\u5efa\u6a21\u6982\u5ff5\u548c\u7edf\u8ba1\u663e\u8457\u6027\uff1b\uff082\uff09\u6784\u5efa\u5b9e\u9a8c\u80fd\u529b\uff0c\u9a8c\u8bc1\u5f52\u56e0\u7ed3\u679c\uff1b\uff083\uff09\u521b\u5efa\u8de8\u6e20\u9053\u5de5\u4f5c\u6d41\u7a0b\uff0c\u6253\u7834\u4ee5\u5f80\u72ec\u7acb\u56e2\u961f\u4e4b\u95f4\u7684\u6570\u636e\u5b64\u5c9b\uff1b\uff084\uff09\u5b9e\u65bd\u5229\u7528\u591a\u79cd\u8861\u91cf\u8f93\u5165\u800c\u975e\u4f9d\u8d56\u5355\u4e00\u5f52\u56e0\u6765\u6e90\u7684\u89c4\u5212\u6d41\u7a0b\uff1b\uff085\uff09\u5efa\u7acb\u65b0\u7684\u7ee9\u6548\u57fa\u51c6\uff0c\u4ee5\u53cd\u6620\u8861\u91cf\u65b9\u6cd5\u7684\u53d8\u5316\u3002\u6700\u6210\u529f\u7684\u56e2\u961f\u5c06\u6280\u672f\u7406\u89e3\u4e0e\u201c\u8fb9\u6d4b\u8bd5\u8fb9\u5b66\u4e60\u201d\u7684\u6587\u5316\u76f8\u7ed3\u5408\u3002\n<h3 id=\"will-universal-identifiers-replace-cookies-for-attribution%3F\" tabindex=\"-1\" data-source-line=\"410-410\"><span class=\"ez-toc-section\" id=\"Will_universal_identifiers_replace_cookies_for_attribution\"><\/span>\u901a\u7528\u6807\u8bc6\u7b26\u662f\u5426\u4f1a\u53d6\u4ee3 Cookie \u6765\u8fdb\u884c\u5f52\u56e0\u5206\u6790\uff1f<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u50cf Unified ID 2.0\u3001LiveRamp \u7684 IdentityLink \u4ee5\u53ca\u7c7b\u4f3c\u7684\u89e3\u51b3\u65b9\u6848\u8fd9\u6837\u7684\u901a\u7528\u6807\u8bc6\u7b26\u5c06\u5728\u5f52\u56e0\u751f\u6001\u7cfb\u7edf\u4e2d\u53d1\u6325\u91cd\u8981\u4f5c\u7528\uff0c\u4f46\u5e76\u4e0d\u80fd\u5b8c\u5168\u53d6\u4ee3 Cookie\u3002\u8fd9\u4e9b\u89e3\u51b3\u65b9\u6848\u4e3a\u5df2\u540c\u610f\u8ffd\u8e2a\u7684\u5df2\u8ba4\u8bc1\u7528\u6237\u63d0\u4f9b\u4e86\u4ef7\u503c\uff0c\u4f46\u901a\u5e38\u8986\u76d6 30-50% \u7684\u6570\u5b57\u65c5\u7a0b\uff0c\u5177\u4f53\u53d6\u51b3\u4e8e\u5177\u4f53\u5b9e\u65bd\u65b9\u5f0f\u3002\u5b83\u4eec\u4f5c\u4e3a\u7efc\u5408\u6d4b\u91cf\u65b9\u6cd5\u7684\u4e00\u90e8\u5206\u53d1\u6325\u6700\u4f73\u4f5c\u7528\uff0c\u8be5\u65b9\u6cd5\u8fd8\u5305\u62ec\u9488\u5bf9\u672a\u8ba4\u8bc1\u7528\u6237\u7684\u5efa\u6a21\u3001\u805a\u5408\u6d4b\u91cf\u548c\u63a8\u7406\u6280\u672f\u3002\u7ec4\u7ec7\u5e94\u5728\u5b9e\u65bd\u8fd9\u4e9b\u89e3\u51b3\u65b9\u6848\u7684\u540c\u65f6\uff0c\u5f00\u53d1\u4e92\u8865\u7684\u6d4b\u91cf\u529f\u80fd\u3002\n<h3 id=\"how-can-companies-validate-attribution-accuracy-in-the-post-cookie-world%3F\" tabindex=\"-1\" data-source-line=\"413-413\"><span class=\"ez-toc-section\" id=\"How_can_companies_validate_attribution_accuracy_in_the_post-cookie_world\"><\/span>\u5728\u540e Cookie \u65f6\u4ee3\uff0c\u516c\u53f8\u5982\u4f55\u9a8c\u8bc1\u5f52\u56e0\u7684\u51c6\u786e\u6027\uff1f<span class=\"ez-toc-section-end\"><\/span><\/h3>\n\u5728\u6ca1\u6709 Cookie \u7684\u60c5\u51b5\u4e0b\uff0c\u5f52\u56e0\u9a8c\u8bc1\u53d8\u5f97\u66f4\u52a0\u91cd\u8981\uff0c\u5e76\u4e14\u9700\u8981\u591a\u79cd\u65b9\u6cd5\uff1a(1) \u901a\u8fc7\u53d7\u63a7\u5b9e\u9a8c\u8fdb\u884c\u589e\u91cf\u6d4b\u8bd5\uff0c\u4ee5\u9694\u79bb\u8425\u9500\u5f71\u54cd\uff1b(2) \u7559\u51fa\u6d4b\u8bd5\uff0c\u6bd4\u8f83\u5df2\u63a5\u89e6\u548c\u672a\u63a5\u89e6\u7684\u53d7\u4f17\uff1b(3) \u4e0e\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u540c\u65f6\u8fdb\u884c\u8425\u9500\u7ec4\u5408\u5efa\u6a21\uff0c\u4ee5\u6bd4\u8f83\u7ed3\u679c\uff1b(4) \u4f7f\u7528\u66f4\u5b8c\u6574\u7684\u6570\u636e\uff0c\u6839\u636e\u5386\u53f2\u65f6\u671f\u5bf9\u6a21\u578b\u8fdb\u884c\u56de\u6eaf\u6d4b\u8bd5\uff1b(5) \u9010\u6b65\u589e\u5f3a\uff0c\u5373\u968f\u7740\u65b0\u6570\u636e\u7684\u51fa\u73b0\uff0c\u6a21\u578b\u4e0d\u65ad\u5b8c\u5584\u3002\u9ec4\u91d1\u6807\u51c6\u662f\u5728\u591a\u79cd\u6d4b\u91cf\u65b9\u6cd5\u4e2d\u5efa\u7acb\u4e00\u81f4\u7684\u7ed3\u679c\u3002\n<h2 id=\"conclusion\" tabindex=\"-1\" data-source-line=\"416-416\"><span class=\"ez-toc-section\" id=\"Conclusion\"><\/span>\u7ed3\u8bba<span class=\"ez-toc-section-end\"><\/span><\/h2>\n\u540e Cookie \u5f52\u56e0\u65f6\u4ee3\u4ee3\u8868\u7740\u8425\u9500\u6548\u679c\u8861\u91cf\u65b9\u5f0f\u7684\u6839\u672c\u6027\u8f6c\u53d8\u3002\u5c3d\u7ba1\u6311\u6218\u91cd\u91cd\uff0c\u4f46\u6210\u529f\u9002\u5e94\u7684\u7ec4\u7ec7\u5c06\u51ed\u501f\u5353\u8d8a\u7684\u51b3\u7b56\u80fd\u529b\u83b7\u5f97\u5de8\u5927\u7684\u7ade\u4e89\u4f18\u52bf\u30022025 \u5e74\u53ca\u4ee5\u540e\uff0c\u6210\u529f\u5f52\u56e0\u7684\u51e0\u4e2a\u5173\u952e\u539f\u5219\u5df2\u6d6e\u73b0\uff1a\n<ol data-source-line=\"422-431\">\n<li data-source-line=\"422-423\">\n<strong>\u4f18\u5148\u8003\u8651\u7b2c\u4e00\u65b9\u6570\u636e<\/strong>\uff1a\u5efa\u7acb\u76f4\u63a5\u7684\u5ba2\u6237\u5173\u7cfb\uff0c\u751f\u6210\u6709\u4ef7\u503c\u7684\u7b2c\u4e00\u65b9\u6570\u636e\uff0c\u4e3a\u6709\u6548\u5f52\u56e0\u5960\u5b9a\u57fa\u7840\u3002\n<\/li>\n<li data-source-line=\"424-425\">\n<strong>\u91c7\u7528\u591a\u79cd\u65b9\u6cd5<\/strong>\uff1a\u6ca1\u6709\u4efb\u4f55\u5355\u4e00\u65b9\u6cd5\u53ef\u4ee5\u53d6\u4ee3 cookies - \u6210\u529f\u7684\u5f52\u56e0\u7ed3\u5408\u4e86\u591a\u70b9\u89e6\u63a7\u5f52\u56e0\u3001\u5a92\u4f53\u7ec4\u5408\u5efa\u6a21\u548c\u589e\u91cf\u6d4b\u8bd5\u7b49\u6280\u672f\u6765\u521b\u5efa\u5b8c\u6574\u7684\u56fe\u50cf\u3002\n<\/li>\n<li data-source-line=\"426-427\">\n<strong>\u8bbe\u8ba1\u9690\u79c1<\/strong>\uff1a\u6709\u6548\u7684\u5f52\u56e0\u73b0\u5728\u9700\u8981\u4ee5\u9690\u79c1\u4e3a\u5148\u7684\u601d\u8003\uff0c\u5c06\u9690\u79c1\u589e\u5f3a\u89c6\u4e3a\u6838\u5fc3\u8bbe\u8ba1\u539f\u5219\u800c\u4e0d\u662f\u7ea6\u675f\u3002\n<\/li>\n<li 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noreferrer\">\u5168\u9762\u7684\u5f52\u56e0\u89e3\u51b3\u65b9\u6848<\/a>\u00a0\u8fd9\u4e9b\u7b56\u7565\u6574\u5408\u4e86\u5728\u65b0\u5f62\u52bf\u4e0b\u6709\u6548\u8861\u91cf\u6240\u9700\u7684\u5404\u79cd\u65b9\u6cd5\u3002\u901a\u8fc7\u5b9e\u65bd\u8fd9\u4e9b\u7b56\u7565\uff0c\u5177\u6709\u524d\u77bb\u6027\u7684\u8425\u9500\u4eba\u5458\u53d1\u73b0\uff0c\u4e0d\u4f7f\u7528 Cookie 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