Again the digital advertising industry was taken by surprise by Google’s announcement.
Much of the industry has been preparing for this and creating solutions to enable advertisers to continue to target the right audiences properly. Time, money and focus have been spent on preparing, and now we seem to be in limbo again, beholden to what is essentially an industry run as a monopoly.
What the industry can and should do now is take matters into its own hands rather than continue to be beholden to the internal machinations at Google. We can all start by agreeing to a common measurement standard for non cookie targeting and form industry bodies of tech, publisher, agency and clients. This can and should be done, the only thing holding us back is ourselves.