With the death of third-party cookies, it's interesting to read this article that shows the range of opinions about retargeting from Google will figure it out or that retargeting will change for good with a focus on impact vs scale.
It will be interesting to see which huge company becomes the dominant player in this space to provide data and come with a rich first-party id for advertisers to use as a signal for retargeting. I think there are many companies sitting on the fence who are still to get into this space as a data provider.
https://digiday.com/media/brands-search-for-retargeting-alternatives-as-third-party-cookie-demise-looms/
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