The loss of personal identifiers has led to lots of hand-wringing, but many marketers are already adapting, and the sea change could flush out a lot of bad targeting.

Google’s decision earlier this year not to replace third-party cookies in Chrome with any of a variety of new proposed personal identifiers rocked the ad tech world. Coming on top of Apple’s moves to require that people opt in to any tracking tech, it signals the end of personal identifiers across platforms and publishers.

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