Ad Tech

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

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The IAB's Tech Lab unit helps set internet standards and has a global remit. Getty Images, IAB
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By Ronan Shields

February 11, 2020

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.

Headshot of Ronan Shields

Ronan Shields

Ronan Shields is Adweek's programmatic editor.

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