The triple whammy comprising Apple’s decision to phase out its mobile Identifier for Advertisers (IDFA), Google's impending deprecation of third-party cookies in its market-leading Chrome browser, and the growing sensitivity to consumer privacy issues is forcing advertisers to rethink how they target and measure ads. This is a gradually unfolding process, with new approaches evolving as practitioners adapt to the changes.
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WHAT’S IN THIS REPORT? Analysis on current industry challenges with identity resolution, including the money at stake, key players, prevailing trends, predictions, and tips for marketers, publishers, and ad tech vendors.
KEY STAT: US programmatic display ad spending will top $123 billion by the end of 2022 and reach nearly $142 billion in 2023.
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