Roy Shkedi, Intent IQ's Chairman:
"Google’s recent cookie replacement plan makes targeting based on sites visited by people literally impossible.
The categories are too broad and the data is collected only from sites that opt-in.
The result: inability to target and no scale.
Hope can be found in the form of technological solutions covering the majority of cookieless ad inventory, such as Intent IQ’s first-party ID clustering.
Without such scalable solutions, advertisers will mostly use the walled gardens, which will not be affected by Google’s changes, risking the future of the open web."
WSJ: "Google Overhauls Cookie Replacement Plan After Privacy Critiques: New proposal aims to provide less-granular information to advertisers, with implications for rivals and marketers"