With Google’s eventual removal of the third party cookie from chrome the adtech industry will need to rebuild some technologies from the ground up. Some proposals are scorched earth and aim to rebuild the entirety of the programmatic space – a 70 billion dollar industry. Other solutions aim to simply replace the cookie with something else, leaving the majority of infrastructure intact.
This page explores, at a introductory level, the categories that these solutions fit in to. The links in each section below deep dive each type of solution, while the solutions overview page has specifics on each actual solution.
To be continued