Digiday reports on authenticated consent as a method publishers may use to collect users’ privacy preferences as the industry moves away from third-party cookies. The method allows publishers to gather consent via identity-based signals rather than cookies. After the EU General Data Protection Regulation went into effect and tech companies such as Apple began to implement anti-tracking policies within their browsers, the need for alternatives to cookies has been a high priority for marketers. “It’s on the mind of pretty much every publisher out there,” Sourcepoint CEO Ben Barokas said. “We’re at an interesting tipping point where 50% of traffic available is cookie-challenged unless identity is understood and consent is captured, and the ability to do audience targeting is brought back to those devices.”
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