The future of identity
This article is part of a series of articles from the WARC Guide to the future of identity. Read more.
The dust is beginning to settle on Google’s recent announcement that, once third-party cookies are removed, its ad buying products will not build or support new alternative tracking IDs online. The same goes for Apple’s rollout of its Apple Tracking Transparency Framework (ATT), which sees the end of tracking using mobile ID (MAID).
As an industry we find ourselves walking the tightrope between a future city that hasn’t quite developed...