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  • With third-party cookies going away, the digital ad industry is rallying around a replacement based on people’s email.
  • But some publishers worry the solution will cost them control over their reader data.
  • The risk is that if they don’t use it, they’ll lose out on revenue anyway.

With Google set to nix third-party cookies in Chrome by January 2022, time is ticking for publishers and adtech firms to figure out how to avoid a revenue hit.

Without cookies, it’ll be harder for advertisers to target and measure their online ads and are likely to spend less money with publishers and adtech companies.

There are many workarounds to third-party cookies, but the one with the most support from the adtech community is Universal ID 2.0 (UID2) – an attempt to rebuild the cookie using individuals’ email address as the basis.

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