Privacy rules and a cookie purge will transform online marketing

The coming together of three big factors—the pandemic, growing privacy concerns among users and governments, and changes initiated by Big Tech giants—will change the way the marketing and advertising industry functions in the coming decade. The covid pandemic has accelerated the adoption of digital technologies and this sudden change promises to disrupt marketing as a lever of business as we know it today. Given the direct impact this has on revenues and revenue growth, this issue warrants the attention of business leaders.

Consumer concerns on privacy have grown over the years. The rampant use of user data for behaviour manipulation, including for elections, has raised hackles worldwide among businesses, governments and people at large.