Trend snapshot: Post-cookie identity management

Cookies are losing their relevancy and usefulness for targeted advertising, due to a combination of advances in technology, changes to consumer behaviour and upcoming amendments to data privacy regulation.

Trend overview

Cookies are small files generated by websites and stored on users' computers to track internet browsing. However, their relevancy and usefulness from an advertising perspective have diminished.

A combination of advances in technology, changes to consumer behaviour and upcoming amendments to data privacy regulation has impeded the ability of brands to use cookies as a primary method of delivering targeted communications.