media buying efficiency

Programmatic buying is only getting more (and more and more) automated and agentic. But more accountable? That’s a different story.

Google’s decision not to deprecate cookies in the Chrome browser after all caused a stir across the industry. Companies invested heavily in developing solutions aligned with the Privacy Sandbox as a survival tactic for the post-cookie landscape. At first glance, Google’s about-face may appear to undercut those efforts.