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Insights across all touchpoints during the customer journey reveal an optimal allocation of the marketing budget and enables personalized messaging to specific targets. Marketers must be able to analyze the customer engagements during this journey for attribution and to maximize ROI. However, there are challenges for marketing due to GDPR, as well as U.S. privacy regulations and the cookie deprecation actions of Google and Apple. Additionally, 76% of consumers are concerned about how their data is being used. These challenges have resulted in the loss of scale and addressability, as well as targeting and measurement limitations.