As the cookies and other addressability tools deprecate, the advertising nation has risen up in a celebration of the return of content targeting. Which we heartily applaud and agree with. ID targeting is not going away, but it was time, anyway, to go back and really assimilate the industry's accumulated wisdom and learnings about the importance of contexts. (Before we go on, let me remind you that I'm Chairman of RMT (which is a partner of Reset Digital), and on the Strategic Advisory Board of Adelaide, three of many companies covered in this report.)
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