In our prior blog posts, we established that advertisers will require multiple IDs on the buy side to execute their omnichannel media campaigns and, with this shift, a whole new set of problems emerge around performance measurement and creative personalization. It is against this context that the ad server emerges as the most viable solution for safeguarding campaigns. The ad server is the only place in the ad tech stack where identity data and campaign data can be joined at both the user…
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