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Brands can claim log-level campaign data as their own first-party asset

A commentary argues brands can request log-level campaign data, including hashed viewer data, free from buying platforms. Loaded into a CRM, it lets brands find who watched most of a CTV ad and retarget them on Facebook or Instagram.

Why it matters. Brands that pull log-level data can port it to new agencies or buying platforms, weakening the lock-in walled gardens and incumbent partners rely on.

Signal from mediapost.com · Kym Insana · read the original.

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