Marketers Find New Ways to Buy Programmatic Ads Without Relying on User Data

Marketers and adtech firms have latched onto metadata to improve ad targeting on the web and connected television, as data quality worsens with cookie decline. Metadata is data about the environment of the ad, said Mike O’Sullivan, co-founder of the data firm Sincera. “It’s data that puts the transaction in context,” he said. While metadata…
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