Some of the biggest names in advertising are banding together in reaction to looming privacy changes being made by tech giants Google and Apple.

The effort, dubbed “Partnership for Responsible Addressable Media,” includes Procter & Gamble, Unilever, General Motors, IBM and Ford; publisher NBCUniversal; agencies UM and Publicis Media; ad buying platforms The Trade Desk, MediaMath and Adobe; and trade bodies including the Association of National Advertisers, the Interactive Advertising Bureau and its Tech Lab, Network Advertising Initiative, American Association of Advertising Agencies (4A’s) and the World Federation of Advertisers.

Google is eliminating third-party cookies from its popular Chrome browser in 2022, while Apple is going to start requiring apps to obtain user consent in areas such as tracking with its Identifier for Advertisers (IDFA) this fall. Each impacts areas such as ad targeting, analytics and how digital ads are bought and sold—marketers who used third-party cookies and IDFA to personalize and target must now reconsider their audience strategies.

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