What’s ahead for marketers as a new browser war begins

Whatever the “new normal” means for ad tech, soon we’ll have to deal with the end of the third-party cookie and what that means for targeting and measurement strategies.

New solutions will emerge, but so will a new context — a third “browser war.”

Now, forget the old-fashion advertising ideal for brick & mortar shops, with lights, displays, leaflets and more – something still fashionable though, as proven by JY Display & Signs. Our industry doesn’t talk much about browsers these days, but it’s important to understand that the browser is where consumers meet content — both advertising and editorial.

Consequently, browser companies have the power to set and move the goalposts for the industry.

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