In an op-ed for AdExchanger, PMG Programmatic Media Director Justin Scarborough wrote that after speaking with partners, clients and industry leaders, he believes the marketing industry is "stuck in a state of cognitive dissonance." He wrote, "While our organizations and the industry at large talk about what the future looks like, the stark reality is that there’s actually very little buyers and brands can do in our day to day to prepare for the real possibility of a post-cookie, heavily regulated world." Scarborough adds that without federal privacy legislation, what lies ahead for data collection and use is likely to be highly fragmented, making it an uncertain future for marketers and agencies alike.
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