There are already existing use cases for transaction data that might become more in vogue once third-party cookies become obsolete—for instance, using transaction signals as a layer between publisher and advertiser to narrow an ad’s audience to people who have spent more than $35.
Still, using transaction data like this means an additional fee on top of the media CPM (cost per thousand impressions), and targeting that is more contextual and not precise data matching.
“The value there is finding proxies,” Lai said.
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