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Google added another first-party data solution for Display & Video 360, Publisher Advertiser Identity Reconciliation, which gives publishers and advertisers the option to securely and privately reconcile their first-party data for audiences who have visited both an advertiser’s and a publisher’s site.
https://www.adweek.com/programmatic/google-unveils-pair-another-first-party-data-solution-for-display-video-360/