Tracking of users via 3rd party cookies has been a constant issue regarding compliance and user privacy. This is about to change, as 3rd party cookies are being more and more blocked in browsers like Firefox and Safari. And Google has announced the same step for Chrome in upcoming versions. What does this mean for the ad business, what are new approaches for addressing targeted marketing in a potentially more privacy preserving manner? Annie Bailey joins Matthias to discuss recent developments in this field.