Achieving a 20-30% authentication rate allows publishers to build a solid deterministic audience base, which can then be complemented with probabilistic solutions, writes Allison Schiff in her data privacy roundup. However, this approach is only effective if publishers and their partners balance addressability with privacy. Julie Rooney, OpenX’s chief privacy officer, stresses the need for a more nuanced and productive conversation about these issues, highlighting OpenX’s role in fostering responsible data practices.
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Authentication Is Tough, But Publishers Cannes Make It Happen
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