Marketers shouldn’t be waiting for Google to make a move on third-party cookie deprecation or for more privacy laws to come down the pipeline; they need to start exploring the complex landscape of identity solutions now, combining deterministic and probabilistic approaches to achieve maximum effectiveness.

The deprecation of the third-party cookie in Chrome will be significantly disruptive for publishers that monetize their sites with advertising. Here’s how web publishers are preparing for a future without third-party cookies.

In the latest episode of "Behind the Numbers," ad tech expert Lauren Fisher and digital advertising specialist Nicole Perrin talk with Neustar’s vice president of marketing solutions, Michael Schoen, about the deterministic data misconception.