Kochava lost its motion to dismiss the latest suit brought by the FTC, which is targeting its location and consumer data sales business on the grounds it constitutes a privacy invasion and, thus, a consumer harm.
UID2, LiveRamp's RampID and many other alternative IDs still process third-party cookies and have little scale without them. They still collect first-party cookies, after all.
#ftc #privacy-invasion #consumer-harm #kochava #third-party-cookies #alternative-ids #brand-marketers
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