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Christie’s auction house is in the news today for becoming the first major auction house to offer a purely digital work of art with a unique NFT—and it did so with an eye-popping final bid of $69.3 million.
But NFTs aren’t the only 21st century technology being adopted by the 255-year-old auction house. Christie’s has teamed up with Quantcast and will be using ad tech to prospect for new customers. The partnership is part of a near decade-long shift in Christie’s DNA.