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

Evolving toward a cookieless future just got even more complicated

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.

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