RTB House has been testing Google's Privacy Sandbox tools, including Federated Learning of Cohorts, and didn't learn about the rollout delay in 2023 until hours before Google announced the change.

"We had to disrupt the economics of cybercrime," said HUMAN CEO Tamer Hassan. "It's an economic problem measured by the cost of fraud."

"It's about seeing into the future to know how the campaign will scale and see the performance you can expect before spending a dollar" to eventually help marketers forecast performance across multiple channels," said Vitaly Pecherskiy, StackAdapt COO and co-founder.

Starcom will broker data to support the brand and its corporate identity under the deal. Telenor collects first-party customer data, similar to Verizon Communications in the U.S., and supports about 187 million customers across the Nordics and Asia.

Many brand assets can be turned into collectible non-fungible tokens. The technology "threatens old media models and will take time for the industry to adopt and adapt," says James Fox, global chief strategy officer at MullenLowe Group, a creative integrated marketing communications network of agencies.