How online retailers can unlock the benefits of server-side measurement

As the demise of third-party cookies looms, server-side measurement has emerged as a potential solution for online retailers. By sending data directly from their own servers to advertising and analytics platforms, retailers can bypass the limitations imposed by browsers and retain information about their website visitors’ actions.
However, server-side measurement is not a silver bullet, and it is important to understand its limitations and benefits before deciding to implement it. So what does server-side measurement really offer online retailers?