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This is wrong. iab/1227012235299454977
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It is solely one dimensional thinking mired in present standards. It shows an inability to imagine a different future, much less consider that different future as an intellectual exercise, when that future is barreling at you at 120mph.
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Worse: it is exactly the status quo thinking that bit publishers in the ass when they failed to innovate on the idea of web publishing and advertising 20 years ago.
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To be clear: small publishers might take a big hit... if they keep listening to advice like this instead of doing the work to prepare for the irresistible future.
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Our goal shouldn't be to mitigate, that's a defensive game. Our goal should be to evolve. Ignore the IAB's attempts to create permanent user tracking IDs for the web. They won't work.
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The status quo of user tracking isn't just unsustainable, it puts publications at odds with their users. That's also a losing game.