Apple's App Tracking Transparency requirements and Google's phasing out of third-party cookies are leading the advertising industry to create new opportunities to target consumers online. One advertising agency is creating a unit to help clients improve the use of first-party data. Meanwhile, others who are creating digital identifiers that offer consumers privacy protections while making some online activity available to advertisers, and contextual ad companies, targeting ads based on web page content, see a rise in demand. The IAPP explored the state of advertising technology privacy in the wake of Apple's and Google's changes.
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