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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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.

Like it or not, the use of cookies, pieces of software that direct the flow of online ad spend by tracking audiences, is at the core of the $130 billion-per-year digital advertising economy, not to mention its entire value proposition.

However, legislation such as the California Consumer Privacy Act and General Data Protection Regulation are indicative of public distaste for the extent of online audience monitoring, and the largest consumer-facing brands are taking note.

This has prompted a somewhat voluntary rollback.



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