Source: Business Insider
The privacy era is upon us. It’s probably a good thing for consumers, but ad buyers and sellers have to prepare for massive changes that will rock the $108 billion digital advertising business. The most recent change is Google’s plan to smash the third-party cookie in two years. Marketers will have to fundamentally change how they do their business, which could dent publishers and just end up strengthening Google and Facebook. No one is happy with the proposed cookie replacements, from the IAB’s proposed collaboration to the ideas adtech middlemen are hatching. Click here for more BI Prime stories. There’s more ability than ever to measure people’s online behavior. But what if it all went away? The privacy era is upon us, and while it’s probably good for us as consumers, it’s rocking marketers and publishers and their intermediaries that have to prepare for massive changes to the $108 billion digital advertising business. Big web browsers and Europe’s sweeping privacy law, GDPR, had started making it harder for advertisers to collect data on people and follow them around the web with ads in recent years.