Activating first-party data has become essential for marketers, not least because of major privacy changes, including Apple’s App Tracking Transparency and Google’s Privacy Sandbox. While the move away from third-party data and cookies has been a long time coming, many legacy AdTech systems still need to be revisited and – critically – future-proofed against any new privacy changes.
Machine learning (ML) is a key part of this journey; this technology can provide the tools marketers need to adapt to privacy changes much faster and more holistically than with human technicians. Find out more in this new article from Will Melzer…
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