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.”
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. Read more…