Marketers are increasingly hemmed in by the rising tide of privacy laws across the globe, plus multinational corporates' preference for a tighter grip on the technology they use forcing them to seek flexibility.The signals marketers have traditionally used to both target online audiences and track the efficacy of such activities are on the wane as epitomized by the sunsetting of third-party cookies in the Google Chrome browser and Apple's diminution IDFAs on iOS.
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