Nairobi, Feb. 5 -- For digital marketers in Africa, 2024 isn't just another year; it's a turning point. With Chrome's planned third-party cookie deprecation looming in the second half and regulatory tides shifting, the familiar landscape of targeted advertising is undergoing a seismic transformation. But amidst the uncertainty, a thrilling opportunity emerges, making 2024 a year for digital marketers to get uncomfortably excited.

People want to know what personal data is collected, how it's used, and who it's being shared with online. Echoing sentiments found in Europe, as highlighted by research from IAB Europe, which reveals that 75 percent of Europeans would opt for the current internet experience, complete with targeted ads, over a v...