Ad Tech

Ad Tech Is Undergoing an Identity Crisis That's Been Worsened by the Pandemic

Evolving toward a cookieless future just got even more complicated

two $100 bills with virus particles floating behind it in orange and blue
The ad-tech world is seeing layoffs and furloughs during the Covid-19 pandemic before its cookieless future has even begun.ChefBoyRG
By Ronan Shields

May 4, 2020

Prior to the economic chaos caused by the Covid-19 pandemic and the subsequent havoc it has wrought on the media industry, ad tech’s biggest priority was cookies—or its identity crisis, to be precise.

Click for more from this issue

This story first appeared in the May 4, 2020, issue of Adweek magazine. Click here to subscribe.

Ronan Shields

Ronan Shields is Adweek's programmatic editor.

Recommended articles
Microlearning


Maximize the Value of First-Party Data for Today and Tomorrow


Why Brands Should Embrace Supply Path Optimization Now


The Keys to Building Your Customer Identity Framework


Mastering the Art and Science of Subscriber Care

You Might Like


What the Pandemic Continues to Teach Us About Customer Wants and Needs

By Paige Musto, VP of Corporate Marketing, UserTesting


When Marketing Goes Haywire

By Smartsheet


How to Sell More on Instagram, Facebook and TikTok

By Productsup


Cracking the Code to Reach Professional Audiences

By Mediaocean