SAN JUAN PR — The looming deprecation of a key technology advertisers have historically used to track and target users has sent the industry in a scurry for a replacement.<\/p>\n
Google has declared<\/a>\u00a0it will phase out all third-party\u00a0cookies<\/a>\u00a0\u2013 the tiny, user-side files that store information \u2013 from its Chrome browser by 2022.<\/p>\n In this video interview with Beet.TV, Xandr corporate strategy director Allison Paley describes the consequences.<\/p>\n “Top of mind is data and measurement,” she says. “Data, obviously with CCPA over here and GDPR in Europe. It’s hard and it’s a really meaty problem that everybody needs to come together to solve within the industry.<\/p>\n “And understanding how we do that and how we share data and create a universal ID with the cookie crumbling, it’s a big question that we need to answer.”<\/p>\n Ad-tech vendors have been racing to tout alternative technologies that rely on consumer opt-ins but which also allow parties to share and pool consumer data.<\/p>\n Whilst that may seem against the spirit of the new privacy regulations, they argue that such uses are permitted.<\/p>\n This month, Xandr announced that AMC Networks, WarnerMedia and Walt Disney would use its Xandr Invest<\/a> buying platform, which allows advertisers to define audience segments to be reached through their TV programming.<\/p>\n