The Ad-Tech Industry's Response to Google's Targeting Updates

The latest Chrome measures don't spell the end for ad tech, but the writing is on the wall for cookies


Google officially unveiled its much-touted privacy overhaul at its flagship Developer I/O conference this week, introducing a series of updates that have been widely hailed as sensible and fall just short of the widely feared “ITP in Chrome” scenario.

The announcement prompted a collective sigh of relief from those who make their money from ad tech (in particular from third-party data) as they won’t be switched off by default, a widely held fear over the past two months.

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