Uli Hegge, Head of Privacy at InfoSum, took the audience on a journey through time in the cookie universe. Based on developments around real time bidding, behavioral targeting and user identification, which have led to the emergence of third-party cookies, the digital advertising industry is now heading for a veritable "cookiepocalypse". Public perception looks accordingly. What next? According to the expert, a new balance is needed between the various interests.

The majority of marketers do not yet see themselves sufficiently prepared for the future of data-driven marketing without cookies. Ralf Hammerath, Managing Director of Virtual Minds, used cases to show how alternative identifiers affect the addressability of users. He concludes: It is not simply a matter of cookie replacement in the future.

The Swiss login alliance OneLog was launched in 2021 and already has almost 1 million users. CEO Silvano Oeschger explains on Online Advertising Day what there is to know about the Swiss media login in view of the abolition of third-party cookies.