In 2018, I wrote a short essay called Crashing The Duopoly, explaining: “The data derived from commerce operations is undervalued and it is our belief that data around consumer conversion will become the digital advertising standard. This will be exacerbated by the reduced efficacy of pixel and cookie tracking as privacy protections increase throughout the industry.” At the time, I didn’t have the foresight to explain retail media networks or the pace of growth that would happen over the next four years. But the general idea, I felt, would threaten Meta and Google’s stranglehold on digital advertising.
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