MarTech | Sept 13, 2021 - Cookies are going away and the whole ecosystem is scrambling for replacement solutions. What happens when, inevitably, personal identifiers are completely taboo for adtech? Consumers are already masking their IPs due to security and privacy concerns, making IP addresses no longer a viable option for collection and analysis. Relevance and knowledge of the customer will replace targeting and addressability, and prioritize the consumers needs and interests.
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