The foundational pillar of the digital ecosystem for the past 20 years, the cookie is about to crumble and is coming to the end of its reign. After several years of pressure, the advertising and digital market of today is facing constraints on three fronts:
1. Legal & regulatory: Constraints resulting from the behavioural and technological changes with the new requirements for explicit consent collection, particularly in Europe.
2. Behavioural: Users are becoming more aware and sensitive about the usage of their personal data protection. This has been further enhanced recently by Apple’s marketing campaign around iOS14, but more so due to the latest WhatsApp privacy update.
3. Technologic
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