Photo by PaweÅ CzerwiÅski on Unsplash We all are consumers first before being marketers or technology providers. Hence, as a consumer, starting this article by welcoming Google’s latest announcement that it won t use new ways to track me, i.e. a consumer, and it will phase out browser cookies for ads. In a very apt headline on their blog, the company said, “Charting a course towards a more privacy-first web”. Rampant use of third-party cookies has helped technologies collate consumer data across their internet behaviour and thus build these consumers identities much beyond what the customer will feel comfortable. This has eroded consumer trust.