# Portal - Thought Leadership ## [Replacing the Cookie](https://padsquad.com/portal/thought-leadership/replacing-the-cookie) There have been many articles and papers written about the death of the 3rd party cookie on Chrome (which accounts for 65.3% browser market share) and what it means for the digital advertising ecosystem as we enter the cookieless web future. Just this week [The Trade Desk announced](https://content-na1.emarketer.com/unified-id-2-0-enters-beta-this-week-chance-advertisers-see-identifier-action) their third-party cookie alternative dubbed UID 2.0 is hitting the market in beta.  ## [Creativity Diversified: Q&A With Walt Geer](https://padsquad.com/portal/thought-leadership/creativity-diversified-a-qa-with-walter-geer) *This Q&A was originally posted in the "Getting Creative" newsletter on 7/17/2020* ## [The Cookie Shakeup](https://padsquad.com/portal/thought-leadership/the-cookie-shakeup) Addressable ads + data privacy + consumer protection = three key phrases that sum up the current... ## [Web Love, Social Hate](https://padsquad.com/portal/thought-leadership/web-love-social-hate) I’ve been thinking about this topic for a while, as we’ve seen the major brand advertiser boycott... ## [Attention Fracking](https://padsquad.com/portal/thought-leadership/attention-fracking) Never before has a relative handful of designers and technologists influenced how billions of... ## [From eComm to AdComm](https://padsquad.com/portal/thought-leadership/from-ecomm-to-adcomm) **Shopping In Apps**