• A profound and abrupt shift is coming for everyone who uses the internet. By 2022, regulations designed to protect consumer privacy — particularly the California Consumer Privacy Act — and major technology companies will require users’ explicit permission to share and use data generated from digital interactions.
• More and more internet usage now occurs in mobile apps and connected TV devices, where cookies are largely irrelevant and new identifying technologies have been developed.
• The industry needs a better alternative to cookies: One that works across all digital channels; one that better explains its value to consumers, as well as providing the consumer with greater control.
• As such, several companies — notably The Trade Desk (TTD) — have started to adapt to the changes in an attempt to provide alternative solutions to the soon-to-be-obsolete cookies.
