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Audience Data and the Power of First-Party Cookies Data is the lifeblood of modern digital advertising. Every impression, click, and conversion generates valuable insight — helping advertisers better understand audiences and optimize campaigns in real time. In this third part of our Evolution of Display Advertising and Ad Technology  series, we’ll explore how audience data and first-party cookies revolutionized media targeting, personalization, and measurement — and what come

The Rise of Ad Servers and Real-Time Bidding (RTB) As digital advertising matured, the need for automation, accuracy, and accountability  became clear. Early display campaigns were inefficient — advertisers couldn’t control where ads appeared, how often users saw them, or how to measure success in real time. That changed with the arrival of ad servers  and real-time bidding (RTB)  — two innovations that fundamentally reshaped the digital media landscape. In this part of The E