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" ... Another issue is bots. The bots used to commit ad fraud happily give consent to be cookied, tracked, and shown ads. That’s their job - to cause ads to load. We have not only seen bots that have given GDPR consent, we also see faked consent strings, like the following example. How do we know they are fake? Consent strings are supposed to correspond to a particular device (operating system and browser), used by a particular person. The one consent string below appears to be used on hundreds of devices, in dozens of countries.That’s not a real consent string; it’s a faked one. And in many ad exchanges, even if they check for “consent” they may be presented with a faked consent string like this, the ad gets served. So to answer a question I get repeatedly — “will GDPR and privacy regulations reduce ad fraud?” — the answer is no. It may even help it get bigger. Few humans have given consent; many fraud bots have given consent. So if a marketer is trying to do the right thing and only show ads to users that have given consent, they may be inadvertently showing more ads to more bots (that gave consent). ... "
" ... “Leveraging data to programmatically target advertising is a big trend in digital media, and we've made our data available in the programmatic ecosystem for advanced targeting. And it's not behavioral data. It's Dun & Bradstreet deterministic data. It's derived from 30,000 sources, 12,000 of which are accounts receivable data which we get from major businesses. So this is financial data and real structured data. We then cookied that data and anonymized it. That's the currency of the (digital advertising) ecosystem. No other player at this scale has this kind of data. That is a huge opportunity for us.” He also points to the burgeoning trend for companies to link their advertising and programmatic activity to their CRM activity, bridging ad tech and marketing tech. ... "