Every marketer wants to accurately measure the impact of her advertising spend. And “digital” was supposed to make that really easy (especially for digital advertising). But, that promise has rarely been realized—it’s becoming increasingly difficult to track users across touchpoints, thanks to privacy regulations (GDPR, CCPA, etc.) and browser updates that block or aggressively expire cookies. In this SDEC talk, Tim Wilson, a senior analytics director at Search Discovery, will review these challenges and then provide an overview of how marketers can use randomized controlled trials (RCTs) to get to robust, reliable attribution without user-level data.