Incubeta

Incubeta announced its acquisition of RocketSource, a consultancy that helps advertisers understand what drives customer behavior using data science and predictive analytics.

When the GDPR was passed in 2016, it was a wake-up call for anyone that handled consumer data. Now, four years since its implementation, GDPR’s efficacy remains unclear, writes Jessica Jacobs, global director of partnerships and growth at Incubeta.

Google launched Google Analytics 4 (GA4) back in October 2020 to unify digital web and app analytics. Its push toward the new solution underscores the need for advertisers to implement a data strategy built on first-party data. But now the question is whether brands should prioritize the switch to GA4 before the sunsetting of Universal Analytics (UA) in July 2023 and what this transition means, writes Jessica Jacobs, global director of partnerships and growth at Incubeta.