8October 2021By Tobias Kober, Chief Digital Officer, MediaCom SwitzerlandCookies are an important foundation of the digital industry and have been brought into the foreground of almost every website since the introduction of the new data protection regulation (DSGVO). Meanwhile, consumers are pushing the limits of the cookie by using different end devices, browsers, and various apps, as well as advertising blockers. The complexity of identifying and linking user data for advertising purposes is therefore high and the formerly popular idea of linking users holistically with a unique ID is looking increasingly unlikely to be the way forward."The End of an Era - WHAT YOU NEED TO KNOW FOR A COOKIE-LESS FUTURE IN DIGITAL MARKETING"Tobias KoberIN MY OPINIONInstead, a rethink is taking place: topics such as the value and protection of personal data and advertising acceptance are becoming increasingly important. Browser providers such as Firefox and Safari have responded to this and already block most cookies. The last big blow to cookies came at the end of 2019, when Google Chrome, the most popular browser with a 64 percent market share, announced that it would also block third-party cookies in two years' time.
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