Complex, unloved and often over-intrusive: few are mourning the demise of the third-party cookie — cross-website trackers that Apple has banned and Google will phase out by 2022.
But the so-called “cookie apocalypse” is forcing some profound changes in digital advertising and adtech, which has relied on these parcels of data to power the delivery of targeted ads within seconds of a user opening a website.
While the screw has long been turning on the sector’s working methods, the recent assault on cookies by privacy regulators and browsers such as Apple’s Safari and Google’s Chrome has been an unforgiving lesson in business upheaval.
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