Advanced Contextual Targeting and Hybrid ID/Context

The drums are rumbling legislation warnings. Last week three states proposed bills that would illegalize the best deterministic targeting the advertising industry has ever had the chance to use. The exception being advertiser first-party IDs, which tend to be existing and fallen customers not suitable for acquisition, which is the key to brand growth as Byron Sharp and Peter Drucker have taught. The closest one would be re-acquisition of lost users.