Key insights:
- The IAB Tech Lab is poised to announce its post-cookie plans to galvanize the industry.
- Proposals to base this on first-party data are under consideration.
- But will marketers continue to prioritize the scale of walled gardens?
Google’s decision to become the latest browser to kill the cookie has industry trade groups scrambling to pick up the pieces.
This story first appeared in the Feb. 10, 2020, issue of Adweek magazine. Click here to subscribe.
