Your company's marketing team is aiming to enhance its tracking capabilities to better understand user behavior across the web. A team member suggests that recent changes in privacy laws and data protection would make this easier. As an expert in the field, how do you respond?

Privacy laws and data protection changes have made individual-level web tracking more restricted. Advertisers need to rely on privacy-aware methods such as signal-based marketing , first-party signals, contextual signals, and aggregated measurement. In Amazon DSP , campaign planning should account for reduced reliance on third-party identifiers and stronger privacy expectations. Exploring alternative measurement and audience strategies helps maintain performance without depending only on cross-site tracking.