The IAB has released a white paper titled ‘Privacy and Tracking in a Post-Cookie World’. The white paper highlights the over-reliance on cookies, particularly by publishers, and an explores alternative technologies that could perform similar functions.
Online privacy is certainly a major issue for publishers and brands alike, and with legislation likely to place tighter limits on how people can be tracked online this white paper is worth reading whether you are a publisher or a marketing professional who wants to understand the options for tracking and targeting behavioural advertising campaigns.