Cookies are no longer a matter of fate.
By: Everything Cj
Tags: Cookies, Web, Storage, Internet, Data

Cookies are no longer a matter of fate.

Cookies

When we log in to the Uber app, it will automatically update our current destinations. When we visit the Clothing website, we find recommended items from our previous purchases. When we look at online camping tools, Quickly advertise relevant banners for the product. When you open Google or Apple Maps, we offer the most visited places, depending on the time and current location. It’s a personal matter and turns everything into our identity.

Browser cookies are the only way digital marketers have been able to access this information for years. In the beginning Cookies are not intended to be used to store a person’s identity, but to remember their priorities. But over time, cookies have become a thing of the past for consumers on the Internet.

Conclusion of third party cookies

Most digital marketers still rely on third-party cookies for targeted advertising. It is used as a tool to gather information about users. However, third-party cookies allow users to store their information directly as users become more aware of their privacy as they are not retained by users .

As a result, Firefox and Safari have already taken steps to block third-party cookies and other methods that identify the user without their permission. Google has announced that Chrome, the latest search engine giant to do the same, will ban tracking of third-party cookies in the next two years, fearing that a lack of interest from browsers could undermine the digital market.

If we, the industry, do not do it, there will be all kinds of matching ads all over the world.

Essential digital marketers need to do this

How can the digital marketing industry generally avoid this scam? Many brands change their reliance on factors such as weather or page status on websites to create a personal misconception — Contextual Targing. It may help to make their ads more relevant to consumers, but they need to find another way to maintain their brand identity.

As they become more aware of their privacy, consumers want to engage with brands through relevant personal communications. After all, “personalization” came out this year, according to the 2019 Word National Advertisers Association, the world’s largest brand marketing survey.

How can marketers balance the relationship between privacy and personal freedom?

First-party and first-party cookie-based domain identity: recently reduced to focus on third-party cookies, you do not go all cookies do . Brands may use the first party cookies to store user information in order to personalize ads or content in person, subject to user consent. This method of data collection does not require the consumer to identify themselves through personally identifiable information. Instead, it assigns an anonymous ID to create relevant ads and content.

User login-based credentials: Under a strategy defined as “human-based marketing”, brands can identify users of different products and channels from different websites and applications. Consumers need to be able to identify themselves; Because this strategy requires the consent of the users; Their information and data will continue to be adapted to third parties. As long as consumers agree, different brands can use their own registered information to track the sites they visit. People-centered marketing also requires the collaboration of multiple sites.

One important point is true for both approaches. Any information shared by consumers should be used explicitly for that purpose and should be approved by third parties.

With the new privacy rules, GDPR and CCPA consumers should not disclose personal information without consent and link it to their data.

As brands push for greater emphasis on consumer privacy through regulatory and privacy-compliant browsers, digital marketers are increasingly fearing how their strategies will target and engage with their audience.

By embracing the new era of consumer data control, brands can use a wealth of information to provide a more satisfying consumer experience.

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