The deprecation of cookies, coupled with other shifting ecosystem dynamics, continues to drive greater fragmentation within the identity landscape. The final axe will drop in the coming year, with Chrome’s removal of third-party cookie support. But that’s hardly a milestone for advertisers to wait on. Already we’ve seen a significant loss of fidelity across the landscape, and if marketers aren’t looking to reverse this trend now, they’re only going to fall further behind in the coming year. Learn more via Adweek.