Another group of stakeholders welcoming the delays include Google's rivals creating their replacements to the cookie[11]. Recently, Apple's ATT (App Tracking Transparency) has gained traction as they continue to place privacy at the core of their brand values, allowing users to opt-in or out of third-party tracking[12]. Alternative models include Advertising ID Consortium's proposal for an open and standardised pool for cookie and device IDs[13]. Also, Unified ID's Solution 2.0 uses hashed and encrypted email addresses as part of an open-sourced ID framework[14]. Gener8, a consumer reward-based system for advertising, continues to make headlines in the UK for its approach to regaining control of exploited data[15]. Meanwhile, Amazon is reportedly creating an unreleased identifier of its own, posing an interesting development to their continued quest for browser dominance[16]. Maintaining updated industry awareness helps Social Bubble identify the scope for differentiation while understanding potential threats within an innovating and competitive market of significant opportunity.