In digital advertising, the cookie is crumbling - The Hustle
The Hustle

In digital advertising, the cookie is crumbling

Apple and Google shifted away from cookies. Now consumers are taking privacy more seriously.

Third-party cookies have long been a staple of any digital advertising diet, but it’s been a rough year for ad tech’s favorite guilty pleasure:

This week, Brave — a privacy-focused browser that blocks 3rd-party cookies — reported it now has 50m+ monthly active users.

What’s it all mean?

Clearly, consumers are starting to take privacy more seriously, but the end of 3rd-party cookies should benefit advertisers, too.

Why? Because the data isn’t that great to begin with.

While studying one set of 3rd-party data, Forrester Research found that gender was only correct 50% of the time, and it was the most accurate category in the sample.

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