IAB Chair: The cookie is dead. Long live “The Next Web”

The Interactive Advertising Bureau (IAB), the industry body, anticipates a significant change in the digital-marketing economy with moves towards “The Next Web”.

Troy Young, a magazine-maker by trade, has taken on the chairmanship of the Interactive Advertising Bureau (IAB). And, on the occasion of the trade organization’s 2020 Annual Leadership Meeting, he pronounced the end of one stage of digital commerce and welcomed its successor.

The current model of digital tracking is drawing to a close, the president of Hearst Magazines informed some 1,200 IAB delegates. And that transformation, in turn, means that several considerations need to be at the forefront of marketers’ thinking as they adapt to a new online era:

  • Consumers (and governments) lose their taste for cookies,
  • Ushering in...

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