Apple and Google’s new privacy policies marked important shifts in the way consumers are targeted. . . . Those with strategies for reaching relevant audiences without personal data are in a much better position to provide a strong branding experience for consumers. Ad spending through 2025 is expected to show an annual growth rate of 5.1%. By 2024, experts predict, mobile will account for about 73% of video ad spending. That provides abundant opportunities to broaden reach responsibly without the use of cookies or IDs.

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