Not all data is created equal, with marketers and media owners now demanding better quality data instead of the scale game that defined much of the nascent days of the big data era.
One significant propellant of this trend is the ongoing push towards data privacy from both politicians and public interest groups alike. This growing awareness was exemplified by the enforcement of the General Data Protection Regulations (GDPR) in the EU and the drafting of the similarly-spirited California
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