"Reworld Media, Media Figaro and Prisma are currently testing the main unique identifier solutions to compensate for the disappearance of cookies. What are the results?
Unique ID solutions (also known as alternative or universal IDs) have grown like wildfire in the digital advertising industry over the past three years. There are dozens of them worldwide, whether offered by independents, buying platforms or data providers. What they have in common is that they offer an alternative method to third-party cookies and the Google stack for targeting, retargeting, campaign measurement and controlling advertising pressure. But do they deliver on all their promises? (...)"
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