Why the Next Era of Performance Depends on Better Signals
AI alone isn’t enough
For more than a decade, digital advertising performance has been built on the same foundation: addressable signals. Cookies, device IDs, deterministic identifiers, and identity graphs made it possible to target, measure, and optimize at scale. That foundation is now steadily eroding. Coverage is shrinking, consumer tolerance is thinning, and regulation continues to narrow what’s usable.
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