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Super Bowl 56 starts with a coin toss. But marketing strategy in advance of the Big Game can’t leave that kind of spending to chance.
As privacy concerns diminish the value of third-party cookies, it’s increasingly difficult for brands to predict the return on Super Bowl ads by connecting online fan behavior to real-world engagement and shopping activity. Such spots cost roughly $6.5 million per 30 seconds. However, those ads may prove significantly more costly for companies that don’t know how to reach their consumers among more than 100 million viewers.
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