Google and Apple are putting up barriers to the deterministic matching of data the industry has gotten accustomed to using. Indeed, these steps follow world lawmaking shifts to greater privacy protection, and world advertiser shifts to avoiding excessive use of retargeting as discussed in my previous column. How they affect a brand depends upon the brand's stage in the evolution of its advertising value consciousness, as explained below, because the times demand a clear understanding of why the brand ought to use a particular key performance indicator (KPI) versus another, and the KPI chosen has an impact on the degree to which one benefits from deterministic match data at scale.
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