Adweek's Future of Identity brings you the latest cybersecurity, data protection and data privacy trends. Learn how brands protect data from malicious threats with the latest technologies and techniques. Then, discover how these brands execute advertising and marketing campaigns with cybercrime in mind.
You will find interviews with data protection specialists, identify management experts, and learn more about data governance, protection and privacy trends. Future of Identity is brought to you by Adweek's comprehensive network of journalists and guest contributors.

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Exclusive: Cookie Deception Sparks Tension Between Buy and Sell Side in IAB Tech Lab

In meetings within the IAB Tech Lab, not previously reported, the buy-side says they've been duped about SSPs solutions for cookieless environments.

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In the W3C, the Post-Cookie Conversation Finds Consensus

Browsers have been finding common ground on privacy-centric advertising solutions in the W3C.

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Some Cookieless Alternatives … Still Use Cookies

While some cookieless solutions still rely on third-party cookies, it gets misleading to buyers when they are ID bridging, using cookies to target in environments where they already do not [...]

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Perfection Thwarting Progress: Response to IAB Tech Lab’s Missive on Google’s Privacy Sandbox

The IAB Tech Lab's missive against Google's post-cookie solutions, Privacy Sandbox.

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OpenX Deal Library Makes Testing Cookieless Targeting Easier for Buyers

OpenX's Cookieless Deal Library lets buyers test alt IDs and benchmark results.

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Why Testing Google’s Cookie-Alternative Privacy Sandbox Is Still Minimal

Among the critics of Google's cookie alternatives, Privacy Sandbox, is the IAB Tech Lab, which plans on publishing an analysis on the Google Chrome suite of replacement solutions soon.

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The Third-Party Candidate: How Cookie Deprecation Will Shape Political Advertising in 2024

Cookie deprecation will impact political ad spend this year, benefiting publishers with premium video inventory, while more spend flows to CTV.

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Publishers Question Related Website Sets, Google’s Privacy Sandbox Solution for Cross-Site Tracking

Google Privacy Sandbox proposal Related Website Sets lets publishers track users across five domains.

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Buyers Can’t Test Privacy Sandbox APIs in Google’s Ad Platform DV360

There is no user interface on Google's DSP to test Google's Privacy Sandbox APIs.

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The 2024 Ad-Tech Battleground: Identity and Politics

It is essential that these disparate efforts are unified under a common vision and framework.

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Marketers Shift to IP Address Band-Aids Amid Cookie Deprecation

As Google continues to deprecate third-party cookies in Chrome this year, many marketers plan to rely on IP addresses to target audiences.

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Exclusive: Yahoo’s ID Testing Lets Advertisers Compare Campaigns Without Cookies

Yahoo is expected to allow tetsing of Google Privacy Sandbox APIs this quarter.

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Marketers Eye Transaction Data in a World Without Cookies

As advertisers adjust to signal loss and retail media grows in prominence, the efficacy of purchase data comes under more scrutiny.

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Google Chrome’s Cookie Phase-Out: What You Need to Know

As with tech adoption before it, it’s a chicken-and-egg situation.

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iProspect’s New Execs Explain the Blueprint and Early Impacts of Its Comprehensive Restructuring

In August, the media agency absorbed Merkle's growing media practice.