How the Ad-Tech Industry Is Trying to Resurrect Targeted Advertising

The race to engineer a replacement for the cookie and mobile ad ID

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Complications have stymied the progress of work on a new identity solution. Getty Images

Key insights:

The media industry is in a state of crisis. The infrastructure that girds the digital advertising ecosystem—cookies and mobile ad IDs—is about to be deconstructed, as public demands for better privacy safeguards prompt major power brokers to raise their walls ever higher. The Wild West days of data collection, harvesting and reselling are coming to an end for the media industry, but this comes at the cost of market plurality.

@ronan_shields Ronan Shields is a programmatic reporter at Adweek, focusing on ad-tech.