Since 2017, the ads ecosystem has seen an increased need for machine learning due to increasing user expectations, privacy regulation, and technology changes impacting campaign measurability.

• Chrome announced its intent to phase out first- and third-party cookies as soon as an alternative is available.
• In recent years, data scientists began driving machine learning projects and efforts forward.
• Marketers began using machine learning to find patterns to predict behavior and to quickly optimize.
• Increasing user expectations, privacy regulation, and technology changes have impacted campaign measurability.

The correct answer is: Increasing user expectations, privacy regulation, and technology changes have impacted campaign measurability

Explanation: Since 2017, the ads ecosystem has experienced significant changes due to rising user expectations for privacy, stricter privacy regulations, and advancements in technology. These factors have collectively made it more challenging to measure campaign effectiveness accurately, necessitating the use of machine learning to fill the gaps left by traditional tracking methods. Machine learning helps in maintaining accurate measurement and optimization in this evolving landscape.

Reference article: Harness the Power of Machine Learning