With cookies on the way out, brands search for solutions | Ad Age | The MarTech Alert | Scoop.it

"The decision to kill off third-party cookies is widely regarded as a necessary evil, but who gets to determine their replacement?


The uncertainty has prompted some companies to develop turnkey solutions that are privacy compliant. Google—whose decision to eliminate third-party cookies from Chrome by 2022 created the vacuum—also has a solution, as does ad retargeting kingpin Criteo.


Whichever technology emerges, it will address critical advertiser capabilities including ad targeting, frequency capping, user privacy and attribution. And it will enable an enormous advertising market; last year, third-party cookies helped fuel nearly 30 percent, or $38 billion, of all U.S. digital ad spend."