The Future of Digital Advertising in the Post-cookie Era: A Review of the Current State

In order to protect the fundamental rights and freedoms of natural persons and their right to the protection of personal data, the European Union has been implementing the General Data Protection Regulation or GDPR since May 2018. This new legislation has had a great impact worldwide, so much so, that all the actors involved with the digital ecosystem have seen the need to generate important changes at a technological level in order not to incur in crimes related to data protection. One of these changes involves the use of cookies for the collection and use of personal data for advertising purposes, a practice implemented since approximately 1990. This document records some of the most relevant changes and innovations that companies have adopted in order to continue obtaining commercial results through digital advertising.