But brands are still too reliant on third-party cookies for now, according to a study from Forrester and Permutive.
From targeting to consolidation to measurement, Havas Group India's head of data and analytics lays out how the ad industry will be impacted by the end of cookies.
Marketers know the days of using trackers for third-party data are coming to an end, but only a minority report confidence in using their own first-party data. And what technologies will replace cookies in browsers such as Chrome?
Gregory Fortune, head of digital and client leader for Mindshare Singapore, points out that allowing browsers to block cookies by default would allow login sites, such as Facebook and Google, to monopolise tracking data.
Top news, insights and analysis every weekday
Sign up for Campaign Bulletins