Adobe users will be able to use the RampID identity graph to segment audiences across a range of advertising channels.
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A connector will allow Wyng's zero-party data to be ingested directly into Qualtrics' XM platform to support highly personalized experiences.
The voice of the brand marketer has been very subdued as if expecting agencies and adtech to solve for targeting and personalization.
IAB is striving to establish common standards and APIs for a no-tracking advertising eco-system, but the industry is pulling in different directions.
In a forceful speech to the Annual Leadership Meeting, IAB CEO David Cohen decried incrementalism and caution in an industry facing major challenges.