Programmatic has become the bedrock of online advertising, already making up around 90% of digital display spend in markets including the U.S. and U.K., according to eMarketer. Driven by data and automation, it is enabling buyers to do more with less – and more quickly too. Reaching and understanding target audiences in a more granular way is another no less important benefit too.
So, what happens when the building blocks behind this tech, like third party data or Apple’s Identifier for Advertisers (IDFA), dramatically change? That is exactly what the industry saw this year: initially, Apple’s changes to in-app campaign tracking brought some u
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