There are already present use instances for transaction information that may turn into extra in vogue as soon as third-party cookies turn into out of date—for example, utilizing transaction alerts as a layer between writer and advertiser to slender an advert’s viewers to individuals who have spent greater than $35.
Nonetheless, utilizing transaction information like this implies an extra price on prime of the media CPM (price per thousand impressions), and concentrating on that’s extra contextual and never exact information matching.
“The worth there’s discovering proxies,” Lai mentioned.