As the ad tech industry is readying itself for a new privacy-centric future, the key question is: in a world without ad trackers, how can advertisers continue to reach their target audiences at scale? The answer, as set out in this white paper, is for the industry to double down on context-based marketing by enriching it with spatial and geo-located audience data. The model gives all the benefits of digital personalisation with none of the privacy downsides. We provide examples of companies that are already using it, and outline some of the technical underpinnings that make it possible.
The report’s content in a nutshell:
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