Why it matters

Advertisers have long relied on cookies to track internet users, and gain an understanding of their habits and preferences. Given that many browsers are phasing out this technology, new approaches will be required.


  • Marketers will need to find alternative ways of understanding digital behavior online, with permission-based approaches likely to be more important than in the past.
  • Brands should be wary of enabling a digital ecosystem that is dominated by a few walled gardens, as this will place restrictions on many marketing activities.
  • Trust will become an essential currency on the “Next Web”, and should thus become a priority for marketers.

Troy Young, a magazine-maker by trade, has taken on the chairmanship of the Interactive Advertising Bureau (IAB). And, on the occasion of the trade organization’s 2020 Annual Leadership Meeting, he pronounced the end of one stage of digital commerce and welcomed its successor.