Cookies have for long been the cornerstone of digital marketing ever since its inception in 1994. These little files dropped onto a person’s computer helped the complex web of the internet understand who was visiting a site and how frequently they were. This has formed the basis of digital advertising and has been the fundamental backbone of the realm of AdTech and MarTech.

With a move towards a more privacy focused world, the ecosystem has moved towards announcing the demise of thrid party cookies in an effort to build greater consumer trust while serving them with relevant communication.

This position paper by the Data Sciences Division of Dentsu International India under its specialist consumer insights wing Dentsu Marketing Cloud (DMC) Insights details both the challenges and opportunities facing marketers, publishers, consumers and data brokers as they struggle to adapt to a changing ecosystem landscape built for a privacy first world.