AANA CEO Josh Faulks writes in The Australian that since their inception by Netscape in 1994, web cookies have evolved from simple e-commerce tools to the backbone of digital advertising, stirring significant privacy concerns. With major browsers now blocking cookies and regulations tightening globally, the advertising world is on the brink of a major shift. Businesses must adapt to a future where privacy is central, pivoting to strategies that prioritize transparency and user consent. This change heralds a new era for digital marketing, emphasizing the importance of adapting to maintain relevance and consumer trust.