We are in the midst of a trust crisis. According to Gartner, consumer trust in brands fell 19% between 2016 and 2019[1], and trust in large corporations fell 33%. The COVID-19 pandemic has only drawn more attention to the way brands collect and use consumers’ personal data, putting a final nail in the coffin for one of the most used (and most flawed) mechanisms of digital advertising: the third-party cookie.Not only are third-party cookies outdated, they’re also inaccurate. Initially used to help brands better target consumers online, publishers and advertisers now use third-party cookies in all sorts of ways, some of which directly conflict with consumers’ expectations and best interests. That’s why both Apple and Mozilla have blocked third-party cookie tracking on their browsers, and why Google plans to do the same within the next year. To read this article in full, please click her
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