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    Though cookie alternatives are out there, agencies have their issues with them all

    As agencies get more serious about finding the right third-party cookie alternatives, they are running into challenges, both old and new.

    Some of these include changes in audience size or measurement and standardization obstacles — and potentially even its own set of privacy questions. As Rio Longacre, managing director of advertising and marketing transformation of consultancy Slalom, noted, some of the cookieless solutions, like universal IDs, are leading to other privacy concerns.

    “Some UIDs are inferred, using deterministic or probabilistic models that mash together information gleaned from various sources – including first-party cookies, mobile IDs, IP addresses and so on,” Longacre said. That mashup might not be clean from beginning to end, from a consent basis.

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