Ad publishers' $10 billion problem - Insider Intelligence

The US advertising market is being dragged by the ear into a new, more privacy-focused era. Thanks to regulatory scrutiny in Europe and the US, the market’s largest players—particularly Google and Apple—are making it harder for third-party firms to surveil th…

Removing third-party data will increase costs for marketers and publishers. For all the complaints that have been lodged against third-party data, it is the bedrock of the behavioral targeting that p… [+1681 chars]

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