Data Privacy Regulations:

Security standards like GDPR and CCPA demand cautious handling of user data. When gathering and using data for ad targeting, advertisers and publishers must make sure they abide by these rules.

First-Party Data: 

With the focus on user privacy becoming more and more important, gathering and using first-party data is essential. While maintaining user privacy, publishers can establish close bonds with their audience and deliver targeted adverts using their own data.

Contextual advertising: 

can be a successful and privacy-compliant alternative for advertisers in a world where privacy is a top priority. Contextual advertising targets consumers based on the content of the webpage rather than their specific data. Ads are ensured to be pertinent to the material being seen.