Publishers Remain Divided on What to Do in the Cookieless Future

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

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.

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This story first appeared in the Sept. 13, 2021, issue of Adweek magazine. Click here to subscribe.