Digital marketing adds value by communicating in a  way consumers can relate to. It does this by fishing  the right insights out of the rivers of data collected  from various kinds of cookies positioned at critical  customer-journey touchpoints. But what happens  when an important part of these cookies crumbles  and less precise consumer data is available? 

For two decades, third-party tracking cookies have  been at the center of data-driven, performancetargeted advertising designed to deliver relevant  messages to online consumers. However, recent  regulatory developments – in response to browser  firms' privacy strategies on the one hand and  increasing consumer awareness of data privacy on  the other – are sounding the death knell for precisely  these cookies. Third-party-cookie-based advertising  will definitely feel the impact and is expected to  disappear entirely sooner or later.