Walled Garden Walls Will Get Higher Under Google’s New Privacy Policies

Google continues to flex its muscles while phasing out third-party cookies

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More direct partnerships and optimization strategies as well as opportunities are on the horizon. Google, Getty Images

Advertisers have been nimble throughout the variety of challenges that have impacted the targeting and privacy landscape: GDPR, CCPA, other state legislation, like Maryland’s—even the third-party cookie phase-out, which many didn’t think the industry would be able to overcome. Ad land and ad tech quickly pivoted strategies, working hand in hand with each other to provide solutions to the “cookie apocalypse,” well before the phase-out goes into effect next January.

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Paul Roberts is CEO and founder of Kubient.
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