Ad Tech Is Undergoing an Identity Crisis That’s Been Worsened by the Pandemic
Evolving toward a cookieless future just got even more complicated
The ad-tech world is seeing layoffs and furloughs during the Covid-19 pandemic before its cookieless future has even begun.
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Key insights:
- We're likely to see more innovation among smaller players to create more options outside the walled gardens.
- Large publishers are also expected to launch their own offerings and side with independent players.
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.
This story first appeared in the May 4, 2020, issue of Adweek magazine. Click here to subscribe.
