Ad Tech's Response to Privacy Pushback and New Regulations Leans Toward a Post-Cookie World

Media trading is undergoing an evolution

In February, Google will begin implementing the seismic changes to how it treats cookies in its browser, first announced in May, as part of its Chrome 80 rollout. And while this does not go as far as Apple’s prohibition of third-party cookies, some argue that it signifies the end of an era.

Add to this the coming California Consumer Privacy Act, slated to begin on Jan. 1, plus the EU’s General Data Protection Regulations, both of which require companies to gain tacit, if not overt, consent from users to track their online behaviors, and it is clear that the

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in

Adweek magazine cover
Click for more from this issue

This story first appeared in the Dec. 9, 2019, issue of Adweek magazine. Click here to subscribe.