Over the past two years, we have developed (and refined) "Synthetic Users"—an innovative solution bridging privacy compliance and conversion optimization. While the product has become a huge success in delivering real value to our customers' ad performance, the journey was anything but straightforward.

In 2024, third-party cookies will become a thing of the past. Surprisingly, this significant shift in the digital landscape is being met with widespread indifference. Thomas has spent the last 12 months observing a lack of preparation and response from various sectors – media, partners, customers, and even some experts.

Server-side tracking has quickly become a crucial technology to improve data quality and compliance. Real-time data enrichment in a first-party context is the next step to unlocking its full potential. In his presentation, Thomas will share three real-world customer cases that demonstrate the benefits of data enrichment and why it is so important to enrich in real-time:

It was a big bang on social media when the Austrian data protection authority published its decision on Google Analytics, effectively declaring the current default implementation as non-compliant.