As the reign of cookies comes to a close, the digital advertising industry has found itself in a succession crisis.
In a roundtable discussion at Adweek’s NexTech event on Monday, executives from BuzzFeed, Vox Media and dentsu shared the challenges facing their respective organizations that stem from the absence of a universally-adopted replacement for third-party cookies, particularly when it comes to ad effectiveness across the open web, cross-site measurement and attribution.
“We’re bracing for more fragmentation around measurement solutions before we think a global standard will emerge,” said Peter Vandre, the chief analytics officer and head of media effectiveness at dentsu.
The lack of cookie substitute still poses challenges
When Google announced it had pushed the doomsday date for cookies back a year, to 2023, the news was bittersweet.
The extension gave the digital advertising ecosystem more time to prepare for its cookie-less...
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