Banning third-party cookies can cause online ad-market concentration in the hands of the larger digital demand-side platforms. Thus, solutions are needed that allow the targeting of customers in a de-identified form and secure environments
Cookies (the internet ones) play an essential role in collecting data on individuals’ online behaviour, but they are now inviting increasing scrutiny and regulations due to privacy concerns. We argue here that the privacy regulations being proposed and implemented can come back to hurt user-interests in a variety of ways by causing a significant increase in the monopoly power of a few online platforms.