‘Not the future’: European publishers remain steadfast in blocking alternative IDs to third-party cookies

No matter the situation, there will always be some publishers that flat out reject any touted alternatives to third-party cookies that they can’t control (sorry, ad tech).

Even the mention of these alternatives seems to draw their ire. Can’t blame them, though. The owners of those technologies often profit more from a publisher’s audience than the publishers themselves.

Working with identifiers feels like more of the same for these publishers. It’s like giving their data away to advertisers without having any real say in it. After all, ad tech vendors keep their ID solutions all hush-hush. Until things change, these publishers aren’t budging.

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