For the past couple of decades, brands and advertisers have built their digital ad campaigns with technology that tracked users online and targeted them with ads based on their behaviour. Third-party cookies have long been the cornerstone of digital ad targeting, but things are now changing.
The arrival of privacy regulations like GDPR and CCPA, proposed limits to device identifiers such as those introduced by Apple for its Identifier for Advertisers (IDFA) in iOS14, as well as Google’s deprecation of third-party cookies, the removal of DCM logs, and the recently-announced changes to its programmatic buy-side platform have all combined to signal...