When Google announced its plans for the removal of third-party cookies in Chrome, it left the industry spinning about how ad tech would function in the future. To reach a solution, Google introduced a Privacy Sandbox where ad tech companies, marketers, and website engineers could submit proposals for potential alternatives to fill the void left by third-party cookies.
Other companies, such as The Trade Desk and LiveRamp, began testing their own identity solutions: Unified ID 2.0 and Authenticated Traffic Solutions, respectively.
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