The New York Times reports on advertising technology companies' growing reliance on first-party data. Apple and Google's moves away from third-party tracking to consent-based data collection schemes has forced companies to reconsider their approaches to keeping tabs on users. However, small companies lacking reach are still delving into first-party data held by Apple and Google through participation in their App Tracking Transparency framework and the proposed Privacy Sandbox for Android. Editor's note: IAPP's Joe Duball reported on Apple's ATT and Google's Privacy Sandbox for Android.
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