Waiting for the cookie to crumble? How manufactured confusion around cookieless technology is hurting the industry

Published: 07 Oct 2022

Almost three years ago the advertising industry began waking up to the fact that third-party cookies and mobile identifiers are going away. Since then, dozens of alternative ‘identity’ products were launched, hundreds of articles published, countless events organised, and a small army of self-professed experts have offered their views (like this one). And yet, we are no closer to a resolution: most cookieless technology is deeply inadequate, the market is still confused and there is a widespread sense of cookie fatigue.