by Nilou
http://www.mediative.ca

Firefox’s recent press release on blocking the cookies triggered a lot of conversation amongst data advertising advocates. A lot of data advertising scholars started questioning how this initiation would impact audience targeting. A number of them got concerned if other browsers would go down the same road. A few started exploring a non-cookie targeting techniques. And everyone was exploring various ways to measure its impact on their business.

Although (today!) the entire idea of data advertising and audience targeting is shaped around collections of cookies, and therefore the latest Firefox’s announcement could be a huge hurdle along the way, there are several key factors that need to be understood before coming to conclusion that ‘data advertising is coming to an end!!’. Which is not even close.

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