The One Where Adtech and Martech Get Married

It’s impossible to have any certainty about the de facto cookieless targeting solution of the future or what solutions will emerge from Google’s privacy sandbox. But what is clear is that the ability to precisely target audiences in adtech without cookies will likely have very similar applications for personalization use cases in martech.

In order words, the data used to show a targeted ad to a person without cookies could simultaneously power the way a digital experience is personalized for that same person.