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This Master Class explores how the third-party cookie's pending disappearance is impacting what data gets shared with advertisers. We look at the emergence of creative audience segments, the place and role of contextual advertising, building automated precise data for advertiser performance, and how to close the gap with Facebook and Google. Learn more about these subjects from case studies: News Corp Australia's audience targeting and campaign activation platform, the South China Morning Post's first-party data playbook from single sign-ons to an activation platform, and how Gannett aims to redefine the advertising ecosystem.