Google’s Latest Ad Announcement Changes Little: Magnite’s Kershaw

LOS ANGELES - The journey to the future of advertising identity is long and winding. Amid the deprecation of third-party cookies and limits on other tactics like mobile identifiers, the industry is striving to develop new methods with which to identify audiences. In doing so, perhaps it has become so used to reading about forthcoming limits and about targeting technology that is soon to be taken away, that some are jumping to conclusions, seeing deprecation everywhere they turn. At least, that seems to be the suggestion of one ad-tech leader we interviewed this [...]

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