The 3rd-party cookie – the lifeblood of online advertising – may be about to die. A proposal this month from the European Commission to reform the ePrivacy Directive (ePD) requires mandatory privacy options and educates users to distinguish between 1st and 3rd-parties in a way that will make 3rd-party cookies extinct.
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The Commission’s proposal also applies beyond cookies. The proposed reform of the ePD will further add to the the disruption that Europe’s new regulatory regime for privacy – the GDPR – will wreak upon to the media and advertising landscape when it applies in May 2018.
Caveat: the proposal is subject to negotiation between the Commission, the European Parliament, and the Council of Ministers.…