Despite 81% of North American marketers planning to use MTA, only 40% have a formalized solution. Despite concerns about signal loss due to cookie deprecation and IDFA restrictions, the MMA explores MTA's current state through interviews with marketers and expert insights. They argue that, despite challenges, MTA's fundamentals remain strong. Advances in digital trends, smart TV data, and cookieless solutions offer optimism for MTA's resurgence. Neustar shares its MTA journey, emphasizing its role in improving marketing outcomes. Despite early limitations, Neustar MTA now provides comprehensive insights across channels, addressing challenges like data deprecation and media fragmentation. The report advocates for MTA's future relevance, emphasizing its importance in marketing analytics.

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