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With third-party cookies destined to be consigned to the grave, clients will be under pressure to develop more direct-to-consumer relationships. As a result, WPP’s GroupM-owned digital media business Xaxis will team up with advertising cloud company Cavai to create more personalized experiences for customers.
Interactive content strategies that use a privacy-first approach will be at the forefront of the partnership, with Cavai’s tech neither dropping nor collecting cookies.
Cavai works with publishers and agencies to help marketers use programmatic and social media buys to generate conversations, like that of banner and video ad delivery.
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