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Season 3, Episode 14: Where is the growth in digital advertising? (with Ari Paparo)

Mobile Dev Memo Podcast

NOTE

The Persistence of IP Addresses and the Shift Towards Probabilistic Targeting

IP addresses are likely to persist due to associated costs and legal pushback from telecoms. Despite this, there is a trend towards probabilistic targeting as a temporary solution, considering alternatives such as fuzzy methods for attribution, media mix modeling, and multi-touch attribution in place of cookies.

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