Digital marketing is a growth and employment sector. The sector’s impact on the French economy is considerable, although little known to the general public. For almost twenty years, companies in this sector have been creating long-term, well-paid jobs, and successfully exporting their solutions internationally. However, part of their business is threatened by a long-ignored technological revolution: the disappearance of advertising identifiers such as third-party cookies. For industry players and observers alike, it’s time to take stock and understand the urgency of this fundamental change.