Digital marketing measurement and targeting are dependent on the ability to identify users through direct and indirect identifiers. Indirect identifiers consist of third-party cookie IDs, IP addresses, and device fingerprints and are leveraged by marketers to identify users across websites to serve personalized ads or gauge the success of marketing campaigns. Users who engage further…

The internet has become central to human existence in the past two decades. It has enabled new ways of entertaining, communicating, finding inspiration, and navigating our world. Tools like Google Maps, Facebook, Snapchat, or Youtube that do these jobs would not be possible without advertising. Just as we have become dependent on the web, the…