Cookie conundrum: The loss of third-party trackers could diminish your privacy

Third-party cookies may be going away in 18 months, but will that achieve Google’s stated intentions of creating a “more privacy-first web?”

Chris Matty doesn’t think so.

In fact, he believes the death of the invasive little trackers could paradoxically make our online identities less secure.

And he believes the motivations of Apple and Google, which have advocated for an end to this form of passive surveillance, are motivated by goals that are less altruistic than they may seem.

Matty is the founder and chief revenue officer of Versium, a business-to-business omnichannel marketing firm that profiles online visitors without using cookies. Instead, it harvests data from various third-party sources in a process that complies with the California Consumer Privacy Act and then uses deterministic algorithms to make what is essentially an educated guess about the identity of visitors.

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