Ad Tech

Ad-Tech Experts Call for Third-Party Verification After the Death of the Cookie

Google’s proposals for machine learning-based frequency capping questioned

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Google is conducting experiments that would help to aid frequency capping in Chrome, but not everyone is satisfied with them. Getty Images
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By Ronan Shields

October 16, 2019

The “death of the third-party cookie” is a popular narrative shaping contemporary ad tech, with public inquisition into the extent of online targeting—and tracking—of consumers causing controversy.

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Headshot of Ronan Shields

Ronan Shields

Ronan Shields is Adweek's programmatic editor.

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