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Ad Targeting Is Moving To A Cohort Model, Especially For Retail

October 14, 2022

How do you deliver personalized marketing without being creepy or violating a privacy policy?

Google, and every other ad tech company, is trying to answer this question.

“First-party data is imperative,” said Michael Burke, managing director of Google’s branded luxury apparels business, at the IAB Tech Lab’s Brand Disruption Summit in New York City on Wednesday. “But the fallacy is the idea that [first-party data] needs to be used for one-to-one marketing.”

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