By Michael Nutley

When Google stops Chrome from accepting third-party cookies next year, only one browser in ten worldwide will be able to carry out the ad targeting we currently take for granted.

But as a new whitepaper from The Drum and Nano Interactive, The Future Of Online Targeting Beyond Identifiers, points out, the elimination of the third-party cookie is only part of the story. Consumers don’t care about the technologies used to track them, they just don’t want to be tracked. As IAB UK head of adtech Tina Lakhani says in the whitepaper: “Tracking used to be the default, and privacy was optional. Read full story ›

Source: The Drum