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The article is generally reliable in terms of trustworthiness and reliability as it provides clear information about the types of cookies used by McKinsey and its partners on their website. The article does not contain any unsupported claims or missing points of consideration, nor does it present any promotional content or partiality towards one side over another. It also notes possible risks associated with using these cookies, such as collecting personal information without consent. However, there is a lack of evidence provided for the claims made in the article, as well as unexplored counterarguments that could be considered when discussing this topic. Additionally, both sides of the argument are not presented equally; while potential risks are noted, there is no discussion about potential benefits associated with using these cookies.