COVID-19 and the accompanying recession has only added to the disruption to audience analytics. Consumer behaviors have been in a constant state of flux, leaving marketers uncertain about how to deal with their attribution models. What consumer behaviors will stick and which ones will fade? In the quest to quantify marketing results, how do future solutions fare? Many believe that true cross-platform measurement is not only attainable but close at hand. From among the variety of methods currently proposed, which ones hold the most promise, and why?