Marketers Shift to IP Address Band-Aids Amid Cookie Deprecation

Many marketers plan to rely on an old fingerprinting tactic in the immediate wake of cookies' demise

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A bevy of alternative identifiers has flooded the market in recent years, promising to usher the advertising industry into a new paradigm once Google Chrome deprecates third-party cookies at the end of 2024.

But the immediate favorite solution among marketers is a data signal that’s very old and decisively not symbolic of a new privacy-conscious era: the IP address.

“Most of the clients are going to use IP addresses in the short term and MAIDS,” or mobile identifiers on Android, said Jonathan O’Brien, programmatic supervisor at digital agency Good Apple.

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