In a move with broad potential impact on the ad tech industry, Google says it will embrace its own ad targeting and tracking solution, rejecting other industry efforts to replace the third-party cookie.
The decision by the world’s largest internet platform complicates the prospects for alternative solutions, including Unified ID 2.0, an identity solution spearheaded by The Trade Desk. Unified 2.0 has found support from a lengthy list of ad tech players who have signed on, such as…
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