Ad Tech Is Trying to Rebuild the Industry From the Ground Up

Project Rearc seeks to balance the industry, with discussions underway to rebuild the cookie

iab tech lab graphic
The IAB's Tech Lab unit helps set internet standards and has a global remit. Getty Images, IAB

Faced with an existential threat to the business model of large swaths of its membership, the Interactive Advertising Bureau is devising new ad targeting methods independent of cookies.

@ronan_shields Ronan Shields is a programmatic reporter at Adweek, focusing on ad-tech.