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

Media trading is undergoing an evolution

Directly Above Shot Of Chocolate Chip Cookie On White Background
There are many changes coming due to upcoming regulations that have browsers changing their strategy. Getty Images

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.

This story first appeared in the Dec. 9, 2019, issue of Adweek magazine. Click here to subscribe.
@ronan_shields Ronan Shields is a programmatic reporter at Adweek, focusing on ad-tech.