With the ad tech industry moving on the path to a cookieless world, it’s time to adapt and ensure consumers can provide digitally savvy, privacy-driven end-users with reasonable control over their data. As contextual advertising has proven effective, many marketers seek it as an excellent alternative to third-party cookies.

Various industries have successfully adapted to key defining moments and have gained many profitable results. For instance, the creation of the internet created global opportunities for travel agencies, and those who embraced the change evolved from local or national companies into international businesses. Those who opposed the difference, and didn’t put their customers first, probably don’t exist today. Consumers demand privacy in the same way they want to book their holidays online — if this is granted, new, exciting opportunities will arise for everyone.