Cookie less future: challenges and way forward for the adtech space introduction
Priyadarshani G
Corporate Associate
Inventus Law
Technology Partners
Bengaluru | New Delhi
Contact Details
Introduction
The article describes the use of cookies in advertising and the laws that regulate the same in the European Union, the United States, and India. At present, third-party cookies are being blocked by default in Apple’s Safari and Mozilla’s Firefox. Further, Google is expected to stop the use of third-party cookies by the end of 2023. With that in mind, the article has discussed how this shift will affect the AdTech industry and has provided a few alternatives to move forward.
