Independent agencies shift to post-cookie tools: AI, new measurement strategies and retail media
Briefly

from Digiday4 months ago
Independent agencies are preparing for cookie deprecation by identifying new audiences and testing artificial intelligence (AI) features.
Digidayhttps://digiday.com/media-buying/independent-agencies-shift-to-post-cookie-tools-ai-new-measurement-strategies-and-retail-media/
Compared to holding companies, independent agencies may use a more 'multifaceted approach' to cookie deprecation, said Alexander Potts, senior vp of programmatic and media lead at Tombras.
Digidayhttps://digiday.com/media-buying/independent-agencies-shift-to-post-cookie-tools-ai-new-measurement-strategies-and-retail-media/
Read at Digiday
#cookie-deprecation #audience-identification #artificial-intelligence #data-capabilities #measurement-tools
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