The 5th Cookie is a metaphor for an alternative solution that bridges “consent gaps” with GDPR Pseudonymisation so that both privacy and value are balanced for ethical AdTech.
The AdTech controversy is the most poignant example of the limitations of traditional approaches to data protection. These traditional approaches are premised on the notion that data use and data privacy are necessarily in conflict with one another.
The term “5th Cookie” is a metaphor that encapsulates the goal of leveraging GDPR compliant Pseudonymisation to bridge “consent gaps” when consent by itself is no longer enough. “Demonstrable accountability” leveraging auditable and documented technical safeguards is necessary to balance data innovation and the assurance of the full range of individual rights.