I think the industry sort of understands the benefits of using cookies to target advertising for our clients. And I think some of us understand the benefits of targeted advertising for citizens - rather than being bombarded with irrelevant advertising people start to just see ads that are relevant to them.
But unless we find a way of demonstrating this to people, we may never get a chance. Esther Dyson ( who as well as being an industry veteran sits on the board of WPP my ultimate employer) ran a competition to find a way of describing cookies and this video won.
We can do two things
get this video in front of as many people as possible so people understand the issues