As the third-party cookie crumbles, responsible first-party ownership becomes more important

The phasing out of third-party cookies marks a significant transition for the web, and especially the digital advertising industry.

While it's being seen as a big win on digital privacy of consumers, in the short-term the move will force more sites and businesses to ask for people to sign up / fill forms as digital entities hurry to build first-party data.

On the other side, "it will likely impact Rs 50,000 crore worth of digital ad inventory placement in India by 2025, according to ET Research," says the article. Imagine the global impact, especially the cascading effect on business sales.

We have already entered a new digital landscape, and it changes a lot of things for digital consumers, businesses and organizations.

Here's something to ponder, especially for direct-to-consumer brands: Are you even a D2C company if you don't have your own direct communication channels with consumers? Especially now as the expiry date on the current digital ads playbook becomes clear, this will leave a giant hole behind.

Interoperability, shared digital infrastructure and a network of networks could provide a solution.

Where we have heard that before?