Hey Google! So, What’s Next for Ad Tech?

The biggest company in advertising just issued a statement raising more questions than it has answers

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On Wednesday, Google reinforced its stance on how ad targeting should work after it withdraws support for third-party cookies next year. The announcement moved markets but left some critical questions unanswered, and it has led to the loss of several billion dollars in shareholder value among ad-tech players.

In short, Google is doubling down on its Privacy Sandbox initiative, and companies without first-party relationships with consumers won’t be able to use their identity solutions on Google’s demand-side platform DV360, ad platform Google Ads and AdSense once Chrome no longer supports third-party cookies.

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