Publishers and Marketers are Mostly Absent From Key Group Deciding What Comes After the Third-Party Cookie

Google last week set a two-year timeframe on replacing third-party cookies, and rather than waiting on advertising industry groups like the IAB, ANA, 4As, it is turning to a web standards group, the World Wide Web Consortium, otherwise known as the W3C to help come up with alternatives. The wrinkle: unlike other industry groups, very few publishers and marketers actively participate in the W3C.

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