“Everything became even more complicated with privacy rules — you cannot track everything you want anymore. For me, measurement is really about multiplying the sources of truth. You have to use different methodologies, different techniques to measure different KPIs and make sure they all align and point to the same conclusions.”

Post-privacy measurement: multiply sources of truth — no single tool is reliable

Privacy changes killed the clean single-source attribution stack. Deezer's response: run last-click MMP data, multi-touch attribution, incrementality geo-tests, brand lift studies, and media mix modeling in parallel — then look for convergence. One tool showing a lift is noise. Three tools independently pointing the same direction is a real signal worth acting on.