It’s difficult for marketers to adapt to most changes, especially those who have concerns about losing the ability to measure and track advertising campaigns. Attribution and measurement will look very different.
“It’s been a good run for the cookie,” said Patrick Gut, vice president of U.S. at Adlook, an enterprise demand-side platform (DSP) focused on brand growth. “But when thinking through privacy concerns and legislation, it’s not about finding a transition away from browser tracking cookies, but finding a new way for digital marketing to operate.”
The roots of Adlook, which launched in the U.S. about 1.5 years ago built on GDPR standards, originate from RTB House Group, a Polish advertising-technology company that specializes in targeted advertising.
more at: https://www.mediapost.com/publications/article/392470/transition-to-cookieless-advertising-fraught-with.html