Jessica Goodfellow
May 14, 2019

Industry welcomes online tracking crackdown, despite short-term pain

The short-term pain of remodelling digital advertising will ultimately deliver a cleaner, more sustainable ecosystem, according to a host of industry executives.

The world’s most powerful tech companies are uniting behind a common goal of giving consumers greater oversight and control over how they are tracked across the internet, by eroding the power of the tracking cookie.

A host of industry executives predict the shift could see advertisers retreat from precision-targeting in favour of good old-fashioned contextual marketing.

Google last week became the latest company to crack down on third-party tracking tools on its...

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