Not only will these changes wipe out how marketers aim ads at people, it'll force them to change how they measure ads and attribute them to sales., but the risk is that having a hodgepodge of solutions sows more confusion. The thing to watch will be if marketers all line up and adopt a universal replacement for the cookie — and if they move further into the arms of the big platforms, whose dominance over digital advertising has only grown in the pandemic.
The next five years will be a "land grab" phase where people may experiment with multiple services, but it will be followed by a period of consolidation. While we've already seen Quibi fold, the analysts also see smaller and local players like AMC Networks in the US, Atresmedia in Spain, and News Corp. struggling more.The WarnerMedia blowback, explained