Why are they having to disappear? What consequences for online marketing? Smartphone, mobile applications, search engines, social networks … the amount of data collected on Internet users is colossal ! No need to make long speeches on the importance of data. Data is the Holy Grail, the new black gold , especially in digital marketing / online marketing .
Performance measurement, user Colombia Phone Numbers List personalization , retargeting … all this is possible thanks to cookies and the data they store! Recent user protection concerns seem to be shaking up the world of online marketing. Safari, Firefox, Google, the RGPD , but also the measures provided for by the CNIL , presage the disappearance of third-party cookies . What do these new user protection measures really imply? What consequences for online marketing ?
What alternatives to cookies to counter the threat of data scarcity ? The webinar led by our partner Empirik brings us many answers … disappearance-of-cookies-Aug-04-2020-09-01-13-30-AM404 error. Sorry, no cookie was found … Little reminder: what is a cookie? A cookie is a series of information, a text file or other, placed on your computer by the visited website, which collects and stores information about your web browsing .
Why Are They Having To Disappear?
A cookie makes it possible in particular to recognize a user when he returns to a website. A cookie thus offers the visited website the possibility of saving your preferences , keeping you logged in from one session to another and also offering you personalized content . Cookies are therefore used for different purposes: Personalized advertising and retargeting disappearance of third-party cookies – example of retargeting Example of retargeting : the Internet user searches for information on pastry robots on a commercial site.
He leaves the online store and continues browsing to a news site. He is exposed to personalized advertising from the merchant site which highlights the products consulted a few minutes before. Personalization and A / B testing to push content that matches your browsing habits and increase the chances of conversion, Web analytics and attribution models to measure the effectiveness of different channels and touchpoints in the conversion paths followed by prospects / customers.
Why is the cookie endangered? Many users say they are tired of online advertisements. And many websites activate cookies on the basis of implied consent … Cookies also make browsing less anonymous because they are likely to collect data on the privacy of Internet users . They are not intended to improve navigation either, on the contrary … Loading cookies represents more than half of the loading time of a page ! The cookie is however the main source of data for marketers but for how long…?
What Are Third-party Cookies?
The death of cookies: whose fault is it? The potential disappearance of third-party cookies is in fact linked to a real awareness of the challenges of collecting personal data . Internet users want free information and are not ready to exchange personal data to access it. And some scandals have even fueled the flame. This is the case of Cambridge Analytica, accused of having collected in 2018, without consent, personal data from Facebook users for the purposes of political advertising. GDPR: who is responsible for the disappearance of cookies?
The RGPD standards (General Data Protection Regulation) define the essential principles to guarantee respect for the privacy of Internet users; the objective being to give power back to users . The GDPR requires in particular to obtain explicit consent from users for the use of third-party cookies. The notion of granular consent is also discussed, the aim being to leave the user the possibility of activating certain cookies rather than others.