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Given the inherent flaws of third-party cookie deprecation and other device-based identifiers, marketers need to be forward-thinking about their advertising strategy. Now is the time to activate your first-party data using people-based identifiers across your media plan to gain the competitive advantage and business outcomes you desire most.

Check out this guide to learn:

- Why activating using people-based identifiers leads to better customer experiences, accuracy and consistency across partners in your media plan
- How Fitbit achieved a 2x higher return on ad spend (ROAS)
- Why benchmarking now is even more critical to prepare for the future

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