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This chapter builds on the previous considerations and develops approaches for creating a first-party data strategy, providing guidance on attribution and measurement. In addition, it addresses the ongoing convergence of AdTech and MarTech.

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Recommendations for Stakeholders

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  • 发表日期：

    2026年

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  • Jonas Rashedi,
  • Dirk Rohweder

摘要

This chapter builds on the previous considerations and develops approaches for creating a first-party data strategy, providing guidance on attribution and measurement. In addition, it addresses the ongoing convergence of AdTech and MarTech.