Cookies are widely used for retargeting, behavioral targeting, attribution analysis, and other purposes, and have been an indispensable technology for corporate digital marketing activities. On the other hand, in addition to laws and regulations such as GDPR enforced in the EU and CCPA in the U.S., changes in web browser specifications such as Apple’s ITP and Chrome’s termination of 3rd party cookie support scheduled for 2024 are restricting cookie use globally and across the industry. In this series, we will discuss the current and future trends in the use of cookies.