The move to a “post-cookie era” has far-reaching implications for online advertising campaign planning and performance measurement. In this chapter, we present a process for planning, executing, and monitoring the success of online advertising campaigns that takes this evolution into account. The development of a minimum viable persona and the definition of campaign groups along the customer journey play a central role. For each of these campaigns, “milestones” along the path to purchase are tracked, making it easier to review the effectiveness and efficiency of advertising efforts.