Leaders from the world of publishing, technology and advertising gathered inVancouver last week to craft a more privacy-safe web. The World Wide Web Consortium (W3C), a body charged with rewriting internet standards, brought the group together.
One point of discussion was the future of attribution—where advertisers link the viewer of an ad to those who took a desirable action, like going to a website or making a purchase. In a world without third-party cookies and guarded by increased privacy regulation measuring the impact of advertising without leaking identity data will be tougher.
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