Use cases for transactional data already exist and are likely to become more prevalent once third-party cookies are phased out. For example, use transaction signals as a layer between publishers and advertisers to target your ad audience to users who spent $35 or more on her.
Still, using such transactional data incurs additional charges on top of the media CPM (cost per 1,000 impressions) and results in more contextual targeting and less precise data matching.
“The value there is finding an agent,” Lai said.
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