Google won’t officially kill off third-party cookies on Chrome web browsers until 2023, but brands, publishers and ad tech companies are getting ready now. It is going to be an active year for the ad community as it works to figure out digital marketing beyond cookies and current ways of collecting data on consumers.
Publishers like The Washington Post and Insider are developing ad products that rely on first-party data sets and contextual targeting. Brands like Mastercard are building data platforms to personalize services. IBM Watson Advertising is using weather patterns to help marketers fine-tune ad campaigns.
As this cookieless technology takes shape, here's a look at some of the ad execs who are leading the efforts to figure this all out.