The ad tech industry has faced a flood of challenges — with the GDPR driving stricter data regulation, brand safety concerns sparking the ‘adpocalypse’, and Apple’s Safari ITP limiting cookie use. Add Google’s updated Chrome privacy features to the mix, and many are left wondering: what’s next for programmatic?

Programmatic platforms were built with the cookie in mind and a surprisingly large number still rely on third-party data. But as the...