By nature, targeted ads require a degree of intrusion into private consumer data. The responsible third-party cookies that relentlessly follow you around the internet to create this experience have arguably contributed toward the 19 per cent drop in consumer trust in brands between 2016 and 2019[2]. Can the implementation of new technologies and regulations work to reverse these declining trends? Well, the advertising industry is at a turning point. Advertising people have an opportunity to reimagine data collection and customer profiling technologies if they wish to continue personalising ads for consumers – and hopefully with less shitty accuracy too[3]. Trust adopts an invaluable status in the post-cookie world and, therefore, we must understand its role for consumers surrounding privacy and personalised advertising. Social Bubble comes at the right time and asks the right questions to help explore a cookie-less reality that rebalances the value exchange.