July 20, 2023

The half-baked future of cookies and other tracking technologies

Last updated on July 31, 2023

Source: International Association of Privacy Professionals, July, 2023

The half-baked future of cookies and other tracking technologies

Excerpt:

Beware of the cookie! Accept all cookies. Functional or necessary cookies? Toggle analytics cookies. Death of the third-party cookie.

Privacy professionals have been inundated with advice about cookie-based advertising and the impending “cookiepocalypse” but, if they are outside of the adtech world, they may not know where to start with understanding other tracking technologies. Cookies are a digital advertising mainstay. However, cookies are not the only common technologies used in adtech. Recent enforcement actions from the U.S. Federal Trade Commission and new developments from large platforms give us a glimpse into our cookieless future, even as they illustrate how privacy scrutiny in adtech is shifting.

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