Online advertising is fundamentally changing.
With increased pressure to bend to the calls for consumer privacy, corporations and governments are doubling down on regulations to block third-party technology that targets consumers. Recently, those winds have produced the California Consumer Privacy Act, GDPR, Apple’s Intelligent Tracking Prevention (ITP) and Firefox’s Enhanced Tracking Protection (ETP) initiatives. All are meant to protect consumer privacy, and all have created roadblocks for the advertising programmatic ecosystem.
