Esme Robinson is Director of Platform Solutions at Epsilon, where she leads adtech and martech consulting focused on product diversification and market-specific solutions. A member of the IAB Europe Retail Media working group, Esme shapes industry standards while mentoring a growing team, driving innovation and success across Epsilon’s platform solutions.

View from the tightrope: keeping the web free and open

Back in the early days of ad technology, cookies were seen as helpful tools for tracking visitors and making ad experiences more relevant. But as time went on people began to realise that the trade-off between user data and ad benefit wasn't quite aligned…

By 2025, significant shifts happened—major browsers started limiting cookie usage, and new global privacy regulations were brought in to safeguard personal data. This shift originated from a growing consumer awareness, leading to a mistrust in brands, publishers, and the online world in general.

Advertising is fundamental to the internet as we know it today – enabling publishers to create content without the need for paywalls. Making free and open browsing unaffordable for some feels like a risk that isn’t worth taking. 

If advertising can help prevent this, then it’s necessary. So balance must be restored.

The rise of PETs

Privacy Enhancing Technologies (PETs) have emerged to restore that balance. One such approach focuses on allowing consumers to share their data freely and knowingly. That's where consent management platforms (CMPs) come in, giving consumers a clear understanding of how their data is used and allowing them to opt in or out of specific usages.

On the other end of the spectrum lies the idea of advertising to groups of non-identified users. This means marketers can still target audiences based on shared interests without needing to know who is in those groups.

A more radical approach involves initiatives like the Solid Project, which allows individuals to store all their personal data securely in decentralised "Pods." While that's a bit futuristic for now, it represents a significant shift toward data ownership.

Companies like Apple and Google were amongst the first to introduce technologies they labelled as privacy-forward. Apple prioritised allowing users to reset their Identifier for Advertisers (IDFAs) and clamp down on third-party cookies in Safari. Google followed suit, and while consumers may welcome these changes, there's an underlying concern: could these efforts go too far?

Apple's “Distraction Control” feature in Safari lets users hide any distracting elements on a webpage, including ads, lead generation prompts, and even CMPs. While this sounds user-friendly, its effects may not be fully understood. Moving away from advertising and user consent mechanisms could threaten the sustainability of free content online, especially for smaller publishers that rely heavily on ad revenue and can’t easily switch to subscription models.

So, what’s the ideal scenario?

It’s all about striking a balance between privacy, personalisation, and the necessity of an open, ad-supported web. Instead of jumping to full data decentralisation, we should empower individuals to control their information while allowing brands to craft more relevant experiences.

The key to a future that works for everyone lies in first-party data—information that consumers volunteer in exchange for more tailored interactions. At Epsilon, we believe in advertisers working towards creating unified customer profiles using first-party data, enabling more meaningful advertising that protects privacy and goes beyond what third-party cookies can offer.

This evolution also needs supportive structures, such as the IAB Transparency and Consent Framework (TCF). The TCF lays out a standardised way for advertisers and publishers to gain and manage user consent, promoting transparency and compliance while lessening the dependence on third-party cookies.

It’s about crafting a transparent model that clarifies the value exchange between users and advertisers—one that preserves consumer trust and boosts personalised experiences while helping publishers thrive.

In the end, we should aim for a framework where privacy and personalisation can coexist. By embracing PETs, leveraging first-party data, and adopting industry standards like the TCF, we can shape a future that balances consumer protection with a vibrant online experience.