Will commerce save the open web - or put it out of its misery?

"During the session, we talked about how brands seemed to be moving their budgets further toward the walled gardens, and what the rest of the web should do about it, especially now that cookies are going away. Panelist Shawn Riegsecker CEO & Founder, Basis Technologies said he doubted that any of the cookie alternatives, such as the Trade Desk-backed UID 2.0 were likely to work, while Tanja Mimica CEO & Co-Founder, of the DSP Martin, expressed hope that better attribution would tilt things in the Open Web’s favor."

Read more in Next in Marketing.