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Put together, it all means that ad buyers should find new tactics – chief amongst them, gaining the data of opted-in, fully consented users, in order to comply with the new rules and realities. “The opportunity, as consumers become more aware of identity and they want to assert control, is opt-in – consumer control over their identity and their relationship with the publisher – and marketers can then leverage that opt-in from the consumer to do targeting,” Goel says.
