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Cookie Syncing Is Not Cross-Device

The AdTech industry has invested a massive amount of time and energy in salvaging the utility of cookies as a means of helping advertisers better find their target audiences. Unfortunately, all of the current industry efforts fall flat when it comes to creating better experiences for consumers, advertisers and publishers, and that’s due to one basic reason: They don’t solve for cross-device. Our industry can’t expect antiquated cookie syncing technology or an industry cookie consortium to solve its consumer identity…