How advertisers are moving from cookies to a multi-ID landscape
By Adstra
Patrick Roman Gut, senior vice president, head of new business, Adstra
For decades, online advertising has relied upon a consistent, ubiquitous identifier: the cookie. Yet the cookie’s days are waning. Even though Google has delayed its cookie deprecation plans (again), there will eventually come a day when the Chrome browser no longer supports third-party cookies.
Other major browsers like Safari and Firefox already default to cookies off, so no matter when Google finally makes the change, it’s clear that the world has entered a post-cookie era. Another way to think about this is as a multi-identifier era, where brands must use multiple tools and tactics to find and understand their customers across online environments.
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Source:: Digiday
