After several delays over the last ~4 years, and plenty of press surrounding a lack of testing/readiness on the part of publishers, advertisers, and ad tech vendors, we believe many in the industry were expecting this to be the end result,
Analysts believe that retaining third-party cookies will benefit many industry players, particularly smaller publishers. Criteo is highlighted as a significant beneficiary, while The Trade Desk remains well-positioned with no deprecation.
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