By Pratish Pushkar
Director, Digital Analytics
At present, consumer data is collected by cookies, which are small codes that enable brands and advertisers to track and target consumers according to their online behavior. Brands have leveraged this data to personalize online experiences and offer tailored content and messaging. As consumers become more aware of their information being publicly available and often resold, Cookies become more invasive. In response, lawmakers are imposing data privacy laws and regulations to prevent advertisers from viewing and using data without consumer consent, and in order to adhere to such regulations, Tech companies like Google and Apple are implementing additional privacy standards.