AI-Driven Attribution for a Privacy-First World, With Jeff Greenfield

Filed in Podcasts, Previous Episodes on April 8, 2025

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As the digital marketing world shifts toward privacy-first policies and cookie deprecation, the old rules of attribution no longer apply.

In this episode, Jeff Greenfield unpacks how AI is stepping in to fill the gap—bringing clarity to fragmented data, improving measurement accuracy, and empowering marketers to make smarter, faster decisions.

We dive into the future of media mix modeling, the challenges of cross-channel attribution, and how to thrive in a world where traditional tracking tools are disappearing.

If you’re looking to stay ahead of the curve and understand how AI can revolutionize your marketing strategy, this conversation is essential.

Tune in to hear Jeff’s thoughts on:

  • Share your background, how you became interested in marketing analytics and created Provalytics.
  • The marketing world is buzzing about the “cookie collapse.” Can you explain what this term means and why it’s significant?
  • What’s the impact of the Cookie Collapse for marketers and advertising?
  • What makes Provalytics unique and how are you utilizing AI in the platform?
  • What advice would you give to businesses and marketers who are just starting to navigate this terrain?
  • And much, much more!

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Jeff Greenfield is an entrepreneur, advisor, and disrupter with three decades of strategy, growth and marketing leadership. Jeff is currently building the next generation of AI-Driven Attribution as the co-founder and CEO of Provalytics which is a 'cookie-less' attribution & measurement solution which enables marketers to prove the impact from upper funnel channels like CTV and grow their budgets.
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