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With at least 18 months on the clock until Google withdraws support of third-party cookies in Chrome, 2022 is shaping up to be the year the marketing and media industry really kicks the tires on alternative identifiers.
While identifiers’ viability for targeting audiences is on the docket, the consequences—intended or otherwise—of a global push for privacy will emerge. Among those consequences are further consolidation, ratcheting tensions around who owns publisher contextual data and, as scaled audience targeting withers, the further growth of already domineering tech platforms.
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