Digital advertising is arguably facing one of the most tumultuous periods ever before. The industry’s pivot to privacy has begun to accelerate trends far beyond the lip service given to them for years, namely around the demise of the third-party cookie.

Publishers, marketers, agencies and ad tech vendors are all on the hunt for third-party cookie alternatives to maintain effective ad targeting and measurement. Finding new forms of identity targeting, among many others issues facing ad tech, will be hot topics at ad tech conference Dmexco, which kicks off today Sept. 11 in Cologne Germany.

Much has changed in the last year. Here’s a list of what’s in and what’s out this year.

 

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