Marketers and Brands Must Prepare for the Cookie-less Future

June 22nd, 2022
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What are Cookies?
Cookies are small files that are sent to your browser from the website you visit. These files track and monitor the websites you visit and the items you click on those pages. 

Retailers use cookies to remember clicked clothes and shoes, items stored in online shopping baskets, and previously purchased products. News sites use them to remember stories that have been opened in the past. Some websites use cookies to remember your password and username, so they are automatically filled in when you visit the website’s login page.  This may seem annoying, but it’s true that many users refuse cookies based on their online activity. However, businesses and advertisers say that cookies improve the online experience. 

In most cases, this information is used by websites to better understand the visitor. Whenever a user browses the same page, they are based on their browsing history. Along with all the advantages, cookies also have many drawbacks. Learning in and out will help you use cookies correctly.

Advantages of Cookies 

  • Persistence: One of the most powerful aspects of cookies is persistence. If cookies are installed in the client’s browser, it can take days, months, or even years. This makes it easy to save user settings and visit information, which will be available to users each time they return to the website. Cookies are stored on the client’s hard drive, so they are always available in the event of a server failure.  
  • Transparent: Cookies work without the user knowing that they were used to store information

Disadvantages Of Cookies

  • Customers may disable cookies in their browsers due to security or privacy concerns that cause problems for web applications that rely on cookies. 
  • Each cookie can contain a very limited amount of information (4 KB or less). Cookies are limited to a single string of information. It is not possible to record complex information. 
  • When the user finds the cookie and reopens it, the cookie can be easily accessed and read. Most browsers limit the number of cookies that can be set in a domain to  20  (except Internet Explorer). If you try to set more than 20 cookies, the oldest cookie will be deleted automatically.
  • Privacy concerns / Personal data leakage: Apart from all this the major drawback is privacy of the users. Cookies enable web browsers to keep track of all the websites that the user has visited.
  • The third parties can access the information stored by these cookies. The parties may be advertisers, online marketers, online shop owners, etc.

What is happening with your cookies
“Big data” in marketing has been adopted for many years. The technology and advertising platform has worked to track people’s personal data as an implicit and default option. For companies growing in the digital space in recent years, this means unlimited access to valuable data, allowing them to reach the people who are most likely to buy a product or service. Anytime. Wherever they were online.  However, as consumers became concerned about the data companies are collecting about us, we began to take steps to reduce or at least choose the personal data we want to share online. This change in consumer behaviour has revolutionized the digital marketing industry. 

Currently, user consent is at the heart of privacy regulations around the world, including the GDPR in Europe, LGPD in Brazil, CCPA in California, and APPI in Japan. Currently, one in two (52%) believes that it is important for businesses to actively consent to the use of personal data in order to serve the most relevant online ads. 

In addition to government regulations,  tracking technology limits have increased exponentially since 2017, when Apple introduced  Intelligent Tracking Prevention (ITP) to limit cross-site tracking and transformation measurements. This move by Apple, which had little to lose in the world of advertising revenue, has led to following many technologies and advertising platforms. You’ll want to show that all platforms, like Apple, focus on user privacy. Perhaps most notable alongside Apple’s iOS 14 update was Google’s commitment to end third-party cookies by 2022/2023 and the rise of other types of anti-tracking. This affects brands and advertisers in many ways.

The Safety Measure for Cookies
Advertisers need to look for more permanent ways to continue to attract viewers and measure the impact of digital programming. Several alternatives are already known. B. The importance of maintaining a first-party data source. Others are still evolving, such as Google’s Federated Learning of Cohorts (FLoC). The Trade Desk and Liveramp’s unique identity solutions, each with different scaling possibilities, required investments, and infrastructure requirements.  

 For most brands, business continuity and growth can come from a combination of choices tailored to their needs, rather than from a single choice. All-purpose motherhood is no longer within reach, and instead rigorous testing and learning options help prove performance and tactics. This may be based on the following combination: 

 First-party data relationships, including learning how to motivate users to share personal or CRM / email data.  Partnerships with platforms and walled gardens that use unique shared identity solutions to identify users in different environments.  Non-audience-based targeting solutions such as content targets. It focuses on the type of content people are consuming, not on a specific audience type.  Hybrid measurement models such as in-platform attribution, incremental testing, and fast-moving media mix modeling.