These Ad-Tech Players Are Teaming Up to Challenge Facebook and Google’s Data Dominance

Creating a common cookie to compete

By working together, ad-tech players think they can compete with Facebook and Google. Sources: Getty Images

A trio of ad-tech companies—AppNexus, MediaMath and LiveRamp—have founded a new consortium tasked with creating standards for programmatic advertising in hopes of taking on Facebook and Google’s walled gardens.

@laurenjohnson lauren.johnson@adweek.com Lauren Johnson is a senior technology editor for Adweek, where she specializes in covering mobile, social platforms and emerging tech.