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

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.
@ronan_shields Ronan Shields is Adweek's programmatic editor.