Data Security

Publishers Remain Divided on What to Do in the Cookieless Future

Indecision caused by Unified ID 2.0 is reflected in the industrywide fragmentation

publishers-divided-cookieless-future-2021 — For any alternative identifier to be a viable option for advertisers, it needs wide-scale adoption, but concerns over data leakage and privacy have given publishers pause.Photo Illustration: Trent Joaquin; Getty Images

September 12, 2021

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As the deprecation of third-party cookies nears, publishers, advertisers and tech companies have been forced to figure out what the new fundamentals of digital advertising, such as audience targeting and ad serving, will look like in the aftermath.