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
The IAB's Tech Lab unit helps set internet standards and has a global remit.
Getty Images, IAB
Key insights:
- Discussions are under way to find a cookie replacement.
- Gaining the approval of browser providers is crucial.
- Privacy concerns underpin the proposals.
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.
