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.
ChefBoyRG

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.