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When the Partnership for Responsible Addressable Media (PRAM) came to life last August, the changes the $330 billion digital advertising industry was facing were still unclear.
PRAM’s initial mission was to figure out a new way to serve targeted ads online while folding in more privacy-conscious practices. At the time, Google was still working through its privacy proposals, like Turtledove and Dovekey, while Apple was delaying the rollout of restrictive ad targeting updates across its mobile devices.
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