Digital Advertising in India
Privacy, Cookies and the Data Protection Law
Rules on data and the phase-out of tracking technologies are changing how ads are targeted.
Targeting under pressure.
Cookies
Tracking files that follow users across sites are being restricted by browsers.
Law
India’s Digital Personal Data Protection Act, 2023 requires consent for processing personal data.
First-party data
Companies rely more on their own customer data.
Trade-off
Privacy protections can reduce targeting precision.
A consent pop-up
A site asks users to agree before storing tracking files.
Assuming privacy rules end personalised ads
They change how they operate.
Key takeaways
- Cookies are being phased out.
- DPDP Act 2023 requires consent.
- First-party data grows in value.
- Targeting becomes harder.
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