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      "text": "Different platforms have varying degrees of data capture capabilities, so transforming it and normalizing it is difficult... [The effort is] getting the data into a format that works for the DCR to be able to make matches.",
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      "text": "If email address is the thing being matched on, a lot of people subscribing to a publication might be using a work email address vs. personal email addresses for the advertiser. So [with B2B clients], the match has that extra hurdle of different email addresses.",
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