Customers are becoming more aware of their data privacy rights and demanding companies respect their consent preferences. This has led to companies having to simultaneously find different ways to market in the face of third party signal loss. Regulation changes and evolving customer expectations have been a top priority for leading businesses for many years. Major technology platforms like Google and Apple, as well as new government regulations like CCPA and GDPR, are prohibiting the collection and tracking of non-consented third party user data, making it difficult for advertisers and marketers to deliver seamless, personalised experiences that meet consumer expectations.
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