One of several open-source proposals for replacing third-party cookie functionality with a consent-based addressability layer. The model stores user preferences at the network level rather than in individual browser cookies. Like most post-cookie proposals, SWAN has found more traction in discussions than in deployments. It is worth understanding as part of the broader identity alternative landscape, not as an operational solution most buyers will encounter in practice.
Ad tech glossary
SWAN (Secure Web Addressability Network)
Technical definition
A proposed open-source framework for maintaining addressability in digital advertising while respecting user privacy preferences.
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