Supply-side platform Index Exchange’s integration of algorithm tools from tech firm Anonymised aims to allow the company to use targeted data to make better impressions on consumers, MediaPost reports. Anonymised CEO Mattia Fosci said the platform does not replace consumer advertising IDs, but rather fills “the gap with data. About 60% of global impressions do not have much data to identify the connection. This market seems to be ignored. People don’t talk about how (Digital Signal Processor) logic only works when there is data that can be matched.”
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