Source: https://www.forbes.com/sites/forbescommunicationscouncil/2020/09/25/what-digital-marketing-will-look-like-once-the-cookie-is-dead/#1ab3b23c70d1
Cookies are instruments allowing websites to track and record internet user's browsing activity. Despite the fact cookies help marketers develop more relevant and effective ads supposedly benefiting customers, studies show that ~75% of internet users are not comfortable with companies using their personal data to improve targeting and ~25% of internet users use adblock software. According to recent news, by 2022 Google Chrome will join other major browsers like Firefox and Safari and will block third party cookies.
It means that by 2022, the cookie digital marketing world will be dead and marketers will have to rely on authenticated data provided directly by user or develop new ways to collect customer data (which can be increasingly complicated given privacy regulations). As a result, we might enter a marketing ecosystem built on trust, transparency and cooperation, where brands and marketers will only have an access to information provided by users who are willing to be targeted, by users who understand how their information can be used. However, there is also a risk of further monopolization of marketing space by social networks, search engines, e-commerce distributors and others which collect a large amount of information that users voluntarily provide by interacting with these platforms. It is clear that death of cookies can lead to better, more transparent marketing ecosystem but it is more likely to follow this optimistic path if accompanied by other regulations around data privacy.
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