The industry is preparing for the depreciation of third-party data on major internet platforms meaning marketers soon won’t be able to use unconsented data to target ads in environments like Google Chrome.
To help accommodate this transition, ad tech company Criteo has unveiled plans to launch a contextual advertising tool that will enable advertisers to target ads by combining first-party data with contextual signals.
Criteo, an early pioneer of using third-party data to help brands retarget ads, claims the method counts as an “industry-first milestone.”
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