Analysis

February 25, 2022

The cookie crumbles — which adtechs will pick up the crumbs?

The phasing out of the third party cookie has put the ad industry in a spin — but it's creating opportunities for new adtech startups


Éanna Kelly

5 min read

Source: ShowHeroes Group

The cookie — the small piece of computer code that lets advertisers track user behaviour online — is about to become obsolete. The move has the potential to gut the ad industry, which has been left scrambling to adapt. It is also ushering in opportunities for a new crop of adtech companies with alternative approaches. 

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Éanna Kelly

Éanna Kelly is a contributing editor at Sifted, and writes Startup Life , a weekly newsletter on what it takes to build a startup. Follow him on X and LinkedIn

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