Preparing for the cookie-less era

Following increased concerns by the public on the topic of internet privacy, third-party cookies are now deemed too invasive and obscure from the customer’s perspective. The intention is to usher a new era where customers will enjoy greater control over what they share online and have a more transparent relationship with business and publishers alike; but what will be the resulting impacts on brands and publishers that are currently leveraging third- party cookies to customize their users’ experience? What are the approaches that will allow brands to come out on top of this industry shift?