As consumer privacy and the deprecation of the third-party cookie continues to dominate the conversation, it becomes increasingly important to focus attention on new methods of addressing the digital-first consumer. But what is addressability and how does it impact the relationship between advertisers, publishers, and the consumer?

Watch this IAB Canada discussion of the evolutionary steps taken in the advertising industry, insight from the agency perspective into what clients look for in a new business, and the impact of a powerful partnership.