Cookie matching has been, in the past 10 years, the method used by the industry to enable the sharing of user-level information in the advertising value chain. However, it’s no longer sustainable in today’s privacy-first, user-centric, crowded digital advertising industry and, after Google’s recent announcement, we can definitely say that cookie matching is soon to become obsolete. But how did we get to this point? With the fast expansion of the internet, digital advertising investments have...