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It is possible by collecting data about a user’s web-browsing behavior with the help of any user identifier like pixel or cookies. Data is usually harvested from numerous sources to get a fuller picture of users’ online habits.
In fact, between the third quarter of 2020 and the third quarter of 2021, there was a 125% increase in M&A activity for adtech platforms, including several high-profile deals in 2021 like Mediaocean’s acquisition of Flashtalking for $500 million and AdTheorent’s $1 billion SPAC deal to go public.
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