Time to wake up

Digital advertising, as it has been practised for years, no longer works. With the end of third-party cookies in Google's Chrome browser in twelve months' time, we will finally no longer be able to identify and address internet users via cookies. The awareness of the problem is growing, but the market is clearly having difficulties adjusting to the new times. After all, everything has gone so well for so long. Simple solutions are not in sight and consumers, politicians and regulators show a growing dissatisfaction with the digital advertising world. The Masterclass is an assessment of the current situation and discusses solutions with which this paradigm shift can be shaped.