"At the heart of the companies' consolidations is the need for greater efficiency, which most every agency is grappling with ...
Because the exact format and phrasing of Chrome’s new UX will have an outsized impact on opt-in rates, we can “expect to see a lot of haggling by industry stakeholders regarding the details of this new experience for user choice,” said Ian Trider, VP of product, DSP, at Basis Technologies. “Naturally, ad tech companies will want this to be done in such a way that leads to higher opt-in rates.”
Read more in AdExchanger.