With so much data being utilized in today's advertising world it's no wonder concerns about consumer data privacy have arisen. Over the last few years we've seen new data privacy regulations introduced as well as browsers moving away from third-party cookies for tracking and targeting. Each of these changes results in an increased gap in addressability, unless new targeting and measurement tactics are developed and embraced. Thankfully, artificial intelligence is being harnessed in new ways to power personalized, addressable advertising with new methods that maintain respect for user privacy