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This chapter explains the necessity for advertising companies, publishers, and the ad-tech industry to address data protection-compliant yet efficient personalization and attribution of marketing campaigns in light of current customer-related, legal, and technical developments.

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Introduction

  • 章节

  • 发表日期：

    2026年

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  • Jonas Rashedi,
  • Dirk Rohweder

摘要

This chapter explains the necessity for advertising companies, publishers, and the ad-tech industry to address data protection-compliant yet efficient personalization and attribution of marketing campaigns in light of current customer-related, legal, and technical developments.