The future of cookies in the age of digital privacy
Posted: Mon Dec 09, 2024 5:23 am
What will the future be like without third-party cookies? In this Contact Center Hub article we tell you how Walmeric technology is the key to facilitating the continuous collection of information and the optimization of marketing strategies.
This change, which has been gradually taking place since the end of 2020, will have a major impact on the digital advertising industry, as this type of cookie has been essential to understanding user behavior on the web.
This regulation has been in effect since January 2024, since 1% of cookies have already been removed from the browser to provide an ecosystem in which the digital women database advertising industry can test different technological alternatives and thus be as little affected as possible by this measure . In relation to this, Dan Taylor, VP of global advertising at Google, explained in a Digiday podcast that “when 1% of cookies disappear in Chrome, we will have a real test environment in which everyone can operate and at the same time understand how campaigns, performance or advertising relevance will change.”
But how will this transition affect the measurement of the effectiveness of advertising campaigns? According to a study by the IAB of Spain , 48% of professionals believe that the measurement of effectiveness will lose capacity after ceasing to use third-party cookies. However, 40% of companies are not taking measures to mitigate the loss of data.
What does a world without cookies mean and how to adapt to it?
First-party cookies (or technical/own cookies), which are those that are automatically generated by the website being visited and that allow the user's experience to be improved when entering a page, must be accepted without fail for the site to function correctly.
Walmeric 's technology is technical in nature, as it implements a pixel on the website that needs to be always active to collect important information from the user, such as data proactively provided in contact forms. This is vital to maintain proper operation and to ensure the collection of relevant data.
However, in the case of third parties that collect information and advertising investment and lead generation platforms, such as Google, Meta or TikTok, double consent will be necessary : on the one hand, the acceptance of cookies as such and, on the other, the consent of third-party cookies focused on marketing and analytics ( AEPD ), in order to increase conversions and optimize audiences.
The potential impact of a world without third-party cookies would be significant, especially for advertising platforms, which would lose access to valuable lead information. This scenario would affect the ability to track advertising campaigns , as the traceability of the lead would be lost, including details such as the source of origin, the device used and the keywords used.
In short, solutions like those from Walmeric are key in offering a technical layer of capture that allows information to be collected continuously and effectively , ensuring the possibility of carrying out detailed analyses and optimising marketing strategies without depending exclusively on technological giants.
This change, which has been gradually taking place since the end of 2020, will have a major impact on the digital advertising industry, as this type of cookie has been essential to understanding user behavior on the web.
This regulation has been in effect since January 2024, since 1% of cookies have already been removed from the browser to provide an ecosystem in which the digital women database advertising industry can test different technological alternatives and thus be as little affected as possible by this measure . In relation to this, Dan Taylor, VP of global advertising at Google, explained in a Digiday podcast that “when 1% of cookies disappear in Chrome, we will have a real test environment in which everyone can operate and at the same time understand how campaigns, performance or advertising relevance will change.”
But how will this transition affect the measurement of the effectiveness of advertising campaigns? According to a study by the IAB of Spain , 48% of professionals believe that the measurement of effectiveness will lose capacity after ceasing to use third-party cookies. However, 40% of companies are not taking measures to mitigate the loss of data.
What does a world without cookies mean and how to adapt to it?
First-party cookies (or technical/own cookies), which are those that are automatically generated by the website being visited and that allow the user's experience to be improved when entering a page, must be accepted without fail for the site to function correctly.
Walmeric 's technology is technical in nature, as it implements a pixel on the website that needs to be always active to collect important information from the user, such as data proactively provided in contact forms. This is vital to maintain proper operation and to ensure the collection of relevant data.
However, in the case of third parties that collect information and advertising investment and lead generation platforms, such as Google, Meta or TikTok, double consent will be necessary : on the one hand, the acceptance of cookies as such and, on the other, the consent of third-party cookies focused on marketing and analytics ( AEPD ), in order to increase conversions and optimize audiences.
The potential impact of a world without third-party cookies would be significant, especially for advertising platforms, which would lose access to valuable lead information. This scenario would affect the ability to track advertising campaigns , as the traceability of the lead would be lost, including details such as the source of origin, the device used and the keywords used.
In short, solutions like those from Walmeric are key in offering a technical layer of capture that allows information to be collected continuously and effectively , ensuring the possibility of carrying out detailed analyses and optimising marketing strategies without depending exclusively on technological giants.