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Media consumption

The end of the cookie era – we have two more years to go

Almost from the moment the Internet came into existence, cookies have served to collect user data. It was, and essentially it still is, a great tool but, unfortunately, its use has become unbelievably widespread.

Publishers’ data will hugely increase in value. Since they will be the ones having the broadest knowledge on the people that visit their websites. The power connected with targeting campaigns, which has been moving more and more towards advertisers and media agencies recently, will be given back to the publishers.

In the next months, the advertising market is going to undergo enormous changes. It will certainly be a challenging time. Many things will be happening and the changes will be huge. We are witnessing the end of a certain era on the Internet. We already know that it is coming and more or less when it is coming. The Internet will be a completely new place following all these changes. However, I am convinced that the online sector will change for the better just as it has changed when Flash was phased out or when the Coalition for Better Ads was introduced.

What will replace cookies? Honestly speaking – I don't know. I think nobody knows that yet. But I’m sure the problem will be solved. It will be no different this time and all we can do is to be flexible and to adjust to the new reality.