This Guide has been developed by experts from IAB Europe’s Programmatic Trading Committee (PTC) to prepare brands, agencies, publishers and tech intermediaries for the much-anticipated post third-party cookie advertising ecosystem.
It provides background to the current use of cookies in digital advertising today and an overview of the alternative solutions being developed. As solutions evolve, the PTC will be updating this Guide on a regular basis to provide the latest information and guidance on market alternatives to third-party cookies.