Why Publishers Need to Push Back on Platform-Specific 'Cookie-Less Solutions'

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With the imminent demise of third-party cookies in Chrome, and other browsers blocking them already, everyone is talking about “cookie-less” solutions. But what exactly are “cookie-less” solutions? And how will they help – or hurt – publishers?

For the most part, when someone says they have built a “cookie-less” solution, they mean that they don’t rely on third-party cookies. 

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