Hands Off My Cookies: Browser Developers Embrace New Targeting Controls

A striking transformation in the way consumers will be marketed to and tracked online is set to occur, with Google and Microsoft expected to soon join Apple, Facebook and Mozilla in moving to “walled-garden” ecosystems within which advertisers will be denied the ability to openly identify and follow audiences. Instead, they will be forced to work under terms dictated by browser and device makers seeking to monetize their considerable investments in product, audience and brand development. Third-party cookies, the fundamental technology used to generate billions of online advertising dollars annually around the globe, will be displaced by wholly-owned and proprietary anonymous consumer identification and tracking technologies, a seismic shift that will turn the entire online advertising world on its ear in terms of economic power and market control.