Third-party cookie replacements fall short of consent and transparency promises
Publishers, advertisers and ad tech companies are rallying around identity tech such as Unified ID 2.0, a system developed by several industry groups and companies, as a means to not only replace the third-party cookie but move the programmatic ad industry toward a more transparent, consent-based system. They are being much less forthright, though, when it comes to asking users for their consent and presenting transparent information.
there are no current requirements or even guidance on what explanatory messaging for Unified ID 2.0 (UID) should look like. There are few if any requirements by other identity tech providers for how publishers and other companies should provide notice when collecting people’s personal information.