UK January 14

As 2022 gets underway, the IAB Tech Lab is steering the digital advertising industry through some choppy waters. And its two biggest challenges today — devising a technical workaround for the decline of third-party cookies and gauging consumer consent for behavioral tracking — are thornier than any it’s faced before. Read more below.

• Tasked with overseeing the ad industry’s response to mounting privacy requirements, the IAB Tech Lab must referee competing interests.
• A Hearst employee returned to the office, but just a few weeks later COVID was in the building too.
• As the future promises less tracking and a more crowded digital marketplace, advertisers look to fire on all cylinders and meet customers where they are.