Privacy plus personalization: The new frontier of digital advertising
Martech
APRIL 1, 2024
The advertiser benefits from a higher match rate and faster data load time than cookie-synching. In the absence of a UID, brands can reach specific audience segments without the need for third-party cookies through contextual targeting. Last-touch models are a once-upon-a-time stopgap for direct marketers and clickbait campaigns.
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