Synthetic data and the future of audience modelling

In the search for new ways to understand their audiences in an impending cookieless world, artificial intelligence and synthetic data has caught the attention of marketers.

Most marketers now accept that it won’t be long before the lid is finally slammed permanently shut on the third-party cookie jar and all the customer-targeting it offers. This is despite Google pushing back its plan to remove third-party data tracking technology in Chrome by the end of 2024.

With other browsers having already removed third-party cookies, a new privacy-first age is dawning. But where do marketers go from here? At a time when an unprecedented amount of consumer and machine data is being generated, what can marketers safely access and how can they best use it to understand the...

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