How Ad Tech Is Bracing for Life After the Cookie

Following Google's announcement that Chrome will no longer support third-party cookies


Google’s decision to become the latest browser to kill the cookie has industry trade groups scrambling to pick up the pieces.

The IAB Tech Lab, the research and development arm of the IAB, wants to lead a broad coalition of interests that can come to a consensus about how to continue online advertising. The trade organization, according to sources with knowledge but not allowed to speak publicly, is planning an announcement at this year’s IAB Annual Leadership Meeting—scheduled to take place Feb.

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This story first appeared in the Feb. 10, 2020, issue of Adweek magazine. Click here to subscribe.