The digital media industry’s Fall conference season is well underway, and after the bombast of Advertising Week New York came Prebid Summit, a one-day event focused more on solving ad-tech problems than on traditional Madison Avenue pageantry.
When Google U-turned plans to phase out third-party cookies in Chrome last year, many in ad tech thought the issue of addressability — namely, how large platforms such as web browsers and mobile OS providers can restrict third-party ad targeting — was a conversation left behind in the early 2020s.
However, as most Digiday readers will know, addressability and measurement restrictions soared back to the top of the agenda following Apple’s latest iOS 27, with such discussions taking place on the sidelines of last week’s proceedings.
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