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The demise of third-party cookies and the regulatory might of California’s Consumer Privacy Act have both the buy- and sell-side rethinking how they reach consumers.
To do that, brands and publishers need to make sense of the first-party data they have on their audiences, usually with the help of a customer data platform (CDP). Neustar, a company that helps advertisers with data solutions, is now integrating its identity technology into the CDP space to further help match that data to an end user.
Neustar
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