CafeMedia Teams With ID5 to Help Solve the 'Chicken-and-Egg Problem' of Identity

The industry is looking for solutions to its third-party cookie problem

Let the post-third-party cookie testing begin.

CafeMedia will start using ID5’s digital advertising identity product as the industry searches for a new way to monetize the open web following Google’s decision to rid its market-leading Chrome browser of third-party cookies by 2022.

Paul Bannister, chief strategy officer of CafeMedia, said there’s a “chicken-and-egg problem” to the identity crisis given the large number of identity vendors and the persistent dependence on third-party cookies. If publishers don’t adopt an ID product, then buyers activating against that ID see no supply.

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