From User IDs to Cohorts, the Future of Ad Tech Is Now Clear

Embracing a new acceptable level of output

Forward-thinking ad-tech companies have been making plans to redesign their systems to operate in the ID-less anonymous web. Sujean Gahng for Adweek

Ad-tech executives and product designers should be breathing a sigh of relief now that Google has announced it will not support a cross domain identifier when Chrome deprecates the third-party cookie by 2022.

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This story first appeared in the March 22, 2021, issue of Adweek magazine. Click here to subscribe.
Nathan Woodman is the founder and CEO of Proof.