IAB chief outlines how marketers can respond to a cookie-free internet

Geoffrey Precourt

The Interactive Advertising Bureau (IAB), the trade body, is seeking to support a new digital ecosystem that truly meets consumer needs in three areas.

The internet is broken and the head of its largest trade organization has called on digital marketers to begin its repair by harmonizing personalization, privacy, and community.

Randall Rothenberg, CEO of the Interactive Advertising Bureau (IAB), believes that digital marketers have “the chance to create a new industry and a new world in which ‘privacy by design’ is as well understood, as fairly applied, and as universally beneficial as ‘safety by design’ has been for decades in the automotive industry and the food industry.”

Such a task will require some pain – not least the decline of third-party cookies –...

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