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Privacy concerns are also prevalent, with 41% of marketers citing contextual targeting as their primary strategy for navigating shrinking ID coverage and privacy regulations. More than half (52%) plan to increase their use of contextual data in 2025, underscoring the industry’s commitment to privacy-sensitive approaches. Additionally, 80% of marketers highlighted the critical need for deduplicated reach and frequency measurement in programmatic environments, ensuring cross-channel campaigns achieve both precise audience targeting and measurable results.