The short version

Ari Paparo predicted on February 2, 2026: “Experimentation and advanced modeling are replacing traditional attribution as cookies disappear.” Verdict: Still evolving. Marketers have increasingly adopted incrementality testing, geo-lift experiments, and ML-based models in place of cookie-dependent multi-touch attribution. This matches the direction Paparo described, reflecting an ongoing shift.

Prediction by

Ari Paparo

On February 2, 2026

“Experimentation and advanced modeling are replacing traditional attribution as cookies disappear.”

Follow-up

Marketers have increasingly adopted incrementality testing, geo-lift experiments, and ML-based models in place of cookie-dependent multi-touch attribution. This matches the direction Paparo described, reflecting an ongoing shift.

From the High Caliber AI network — see the AI for PR module in the course.