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As the IAPP reported in The Privacy Advisor last week, cookies may be reaching the end of the road—but not with a whimper. The Wall Street Journal reports Google, Facebook and Microsoft are designing their own online tracking systems “in ways that bypass the more than a thousand software companies that place cookies on websites," which could mean a radical shift in the balance of power in the $120 billion digital ad industry. Evidon CEO Scott Meyer said, “There is a Battle Royal brewing … Whoever controls access to all that data can charge rent for it—and has a tremendous advantage going forward.” (Registration may be required to access this story.)
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