It’s about to happen: a new privacy-friendly reality is coming through a revised European law. This makes profiling and targeting difficult, and you are more likely to face fines if you don’t follow the rules. Some online publishers are already exploring the possibilities without cookies and consent. But a large part is waiting. Still, it is smart to prepare for the cookie-free future. And real, cookie-free and privacy-friendly advertising works! I will show this in this article by means of a number of examples.

For publishers (‘publishers’) of online content, for example on a news site, forum or other platform, advertisements are an important source of income. For years, this advertising model brought in the money to have content, such as articles, blogs, videos, made and to pay the editors. But the traditional model is creaking under the weight of stricter European regulations .

Mandatory Accounts and Paywalls

For a long time, publishers were still able to map their website visitors, sometimes via unclear cookie notifications (consent requests), third party cookies and trackers. But how do they reach their target groups now that all this is no longer allowed? How do you keep a channel relevant to advertisers and generate a revenue stream?

Some solutions you can already see for that:

  • Post content behind a login. When a consumer creates an account, he gives consent almost unnoticed.
  • Paid subscriptions, with a paywall for the content.

Those are unnatural quick fixes . You let visitors pay with data or money, while as a publisher you want as many people as possible to visit your platform and view content. Then accounts and paywalls are obstacles.

Of course, sometimes consumers are willing to pay for online content. But there is a limit and it is quickly reached. This is Administration Directors Email Lists now visible, for example, with the streaming services . And so most people don’t subscribe to twelve news sites.

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Administration Directors Managers Email Lists

Yet this movement of publishers is understandable. Since the introduction in 2018 of the European General Data Protection Regulation (GDPR, AVG in the Netherlands), the focus has been on guaranteeing privacy and securely managing data. The result is an increase in the number of fines imposed on organizations that crossed the line.

All kinds of European sisters of the Dutch Data Protection Authority (AP) have been handing out spicy vouchers to well-known companies since 2019. The GDPR is the vehicle for this, and the revised Digital Service Act will also play that role in the coming years.

The most notable fines for GDPR violations can be found in this anthology of fines :

  • 746 million to Amazon by the Luxembourg National Commission for Data Protection
  • 225 million worth of WhatsApp by Ireland’s Data Protection Commission.
  • 90 million to Google in the US by the French Commission Nationale de l’Informatique et des Libertés (CNIL).
  • 60 million to Google France, 60 million to Google Ireland and 60 million to Facebook Ireland by CNIL.
  • Our own AP was also involved

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