In a cookie-less environment, advertisers can’t personalize ads to specific users. Therefore, the value offered by programmatic advertising compared to other advertising channels will be lost.
With the tremendous reallocation of marketing budgets, publishers will suffer the most. Index Exchange’s Andrew Casale delivered a keynote speech last May where he said ad requests without a buyer ID, or a unique key used for matching users, receive 99% lower bids than the same ad request with the identifier. That points to significant loss in programmatic revenue if all ad requests lack cookie or user ID.Read More at AdExchanger