The deprecation of third-party cookies and changes to Apple’s IDFA require that media buyers find new audience targeting and measurement solutions. In Sweden, mobile web traffic is higher than desktop, with Safari commanding 54% market share. To maximise audience engagement and reach, media buyers are testing different audience targeting approaches on mobile web.

Verve Group and Scream Malmo partnered with PubMatic to develop long-term addressability strategies for the mobile web. The companies devised an audience targeting strategy for a leading weight loss brand looking to target in-market mobile users that could be activated via PubMatic.

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