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To better engage and monetize your audience, you have to know your audience. It’s no coincidence that the two platforms that command the majority of digital ad spend also collect the majority of first-party data on their users. To effectively compete with the duopoly and maximize audience value, publishers need the means to establish user identity, reconcile it across the multiple devices used day-to-day, and tie that identity to associated first-party data.
Of course, tackling the problem of user identity is easier said than done.