Ad TechThe Cookieless Future of Digital Advertising

There’s no doubt that cookies have become an increasingly controversial topic in recent years. With data breaches and privacy concerns on the rise, many people are starting to ask whether we need cookies anymore. And while there’s no easy answer to that question, there is one thing we can say: the cookieless future has never looked brighter.

What Are Cookies?

 Before we dive into why a cookieless future is a good thing, let’s first take a step back and review what cookies are and how they work. In short, cookies are small text files stored on your computer by the websites you visit. These files allow websites to track your online activity and remember things like your login information and preferences.

 While this may sound convenient, it also comes with several risks.

For one, cookies are often used to track people’s online activity without their knowledge or consent. This information can then be sold to third-party advertisers who use it to target ads at people based on their interests and browsing habits. Additionally, tracking cookies can also be used to collect sensitive personal information like financial data and health records.

In addition, cookies that are placed by companies other than the website owner—are coming under increasing scrutiny from privacy advocates and regulators. In response to these concerns, major browsers like Safari, Firefox, and Chrome have all announced plans to phase out support for third-party cookies within the next few years. This means that advertisers will no longer be able to rely on cookies to track user behavior online.

Why Are Web Cookies Going Away?

 Changes to browser privacy features (such as Safari’s Intelligent Tracking Prevention, Googles Chrome, and Firefox’s ETP) have made it more difficult for advertisers to track users with cookies. In addition, new regulations like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) have placed additional restrictions on the use of cookies. As a result of these changes, companies are discontinuing their use of cookies in favor of alternative tracking methods.

What Is First-Party Data?

First-party data is data that is collected by a company directly from its customers. This can include information like purchase history, website behavior, and email interactions. First-party data is more accurate and reliable than third-party data (collected from sources outside the company), allowing companies to understand their customer’s needs and interests better.

The good news is that there is a growing movement of people demanding more transparency and control regarding how their data is used. As a result, many companies are looking for alternative ways to track people’s online activity that don’t involve cookies.

Reasons for Going Cookieless

There are many reasons why companies should consider going cookieless in the near future. For one, as we mentioned before, there is a growing demand for more transparency and control regarding data collection. By moving away from cookies and towards alternative tracking methods, companies can show their customers that they’re serious about protecting their privacy.

Additionally, cookieless tracking is more accurate than cookie-based tracking since it doesn’t rely on browser settings or third-party cookies that can be deleted or blocked. This means you’ll get a more accurate picture of your audience’s interests and needs, ultimately leading to better results.

Finally, cookieless tracking is also more efficient than cookie-based tracking since it doesn’t require constant updates or maintenance. You can save time and resources in the long run by switching to a cookieless solution.

The Cookieless Future Of Advertising Is Here

The cookieless future of advertising is upon us. While cookies have been a key tool in targeted advertising for years, they are no longer viable in a cookieless world, and first-party data are now replacing them. However, targeted advertising is still alive; First-party data is more accurate and reliable than third-party data, allowing companies to understand their customer’s needs and interests better.

Want to learn more? Contact us at Tapstone today.



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