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Buh-Bye Cookies, Hello Identity Gardens, Buying New Car Media The Old Fashioned Way - Brand Name and Relevant Content Identity gardens growing as replacements for cookies, IAB February 27, 2020:Brands and marketers are shifting toward the use of identity gardens featuring first-party data to fill the void when cookies sunset and everyone from publishers and trade associations to tech firms such as Vox Media, The Trade Desk and LiveRamp are capitalizing on the trend with various solutions, writes George P. Slefo. GroupM s Krystal Olivieri says, It s still too early to tell whether the influx of identity solutions will prove to be beneficial or detrimental to marketers, as it could create a fragmented identity garden approach. ....