This week in identity – Facebook’s post-cookie ad plans, Google befriends publishers, and emerging attention metrics.

Facebook plans for ads beyond IDFA and Cookies Driven by shifting regulations and other moves impacting data collection, Facebook is planning to reengineer its ads business around what it is calling Privacy Enhancing Technologies (PETs) to place more value on privacy. The 3 elements of PETs are: Multi Party Computation; On Device learning; and Differential

Carbon is now part of Magnite.