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ka_iwanska sandeepkaushik cdossman math_rachel BuggeErik Targeting the context of the content the user is on while blocking out signals that describe the user is traditionally and reasonably not considered user tracking. A car ad that is seen because the article is about cars isn't user tracking. Does that answer the question?
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ka_iwanska sandeepkaushik cdossman math_rachel BuggeErik I wrote in more detail about likely methodologies here: digitalcontentnext.org/blog/2017/11/14/personalization-without-people-happens-no-one-can-track-consumers/