More on the death of the cookie. Good (likely accurate) quote here too:
“the next two years will be characterized by ‘madness and transition’ as the [media] industry devises an entirely new infrastructure”
FWIW, I’m pretty sure that, in the long run, this will be a good thing for everyone. Adtech has long promised more than it really delivered, while programmatic ads are really little better than spam – microtargeting claiming sophistication, but really just encouraging lowest-common-denominator, purely transactional digital nagging.
And because hardly anyone *willingly* clicks on those adverts, bounce rates on accidental clicks are mad high, making it harder to spot which things are actually performing well, so hiding potential opportunities to identify trends that could help you boost organic growth.
We’ve long needed more sophistication in digital advertising – this will hopefully be the kick up the backside that sees this start to happen.