Yahoo Introduces Its Cookieless ID, Next-Gen Solutions, for the Open Web

The looming deprecation of the third-party cookie has created a market opportunity for savvy ad technologists--and Yahoo hopes to capitalize on it. The company, which operates both a demand-side and supply-side platform--as well as editorial titles like TechCrunch-- announced the debut on Thursday of its identity solution for non-addressable audiences, called Next-Gen Solutions. Yahoo began...