Cookies are pieces of data that web servers create. Their main reason for being is to memorize the preferences of the user. While useful and ultimately efficient, they do come with significant privacy issues that said users would rather not have. It leads to a demand for alternatives that do not involve the use of cookies.
It also brings questions regarding the impact of cookieless future actions according to SmartHub. To best understand this, let’s take a trip through the main details to fully grasp these issues and the shift towards a cookieless future approach.
Cookies: Challenges and Solutions
Cookies are mainly used by sites to keep up with the habits of internet users. These pieces of data are often in two forms:
- The first-party variety, which is utilized by the sites being visited (the site can remember data about the visitor, its login details, preferences, or shopping cart details)
- The third-party variety, which is utilized by domains outside the site being visited, and is typically used by advertisers (it might use third-party cookies to track a user’s browsing habits)
With them in hand, users can be efficiently targeted with ads across various sites, based on the provided information, and that is where the problem lies.
You see, sometimes, this solution could be used by malicious hands for devastating effect as seen with the 2018 Cambridge Analytica debacle, in which millions of people’s data was taken without permission.
As you would imagine, this type of event made brands wonder whether or not it was possible for tracking of this kind could be done without cookies, and it turns out that it is.
This, of course, is a difficult thing to be fully accepted as the majority of marketers still depend on cookies. So getting them to fully transition would be costly. Irrespective of this, it is achievable by adopting a few different existing measures that allow for the collection of data without resorting to the use of cookies. Let’s see what’s included!
The Adoption of Consensual Data Collecting
While the referenced event of 2018 may convince you otherwise, the collection of data in an ethical, and consensual manner is very much possible, and nothing too fancy is needed.
Yes, we discussed above, many companies are still heavily relying on cookies and data collection which is quite challenging for widespread acceptance. So cookies are commonly used for tracking user behavior, personalizing experience, and targeted advertising.
Therefore, users can simply be asked to allow for the gathering of data. It should be noted that this asking for permission will typically be accompanied by some sort of perk, such as a discount.
The Rediscovery of Contextual Targeting
The idea behind this type of targeting is that personal data and preferences aren’t given priority. Instead, all focus is centered around what users are currently looking for in terms of content. This type of targeting is what uses tools such as keywords and the like.
Targeting in this way is also quite convenient because it allows for certain ads to match the type of site being visited. In short, ads for games will always only be on gaming sites, anything about food will be on lifestyle spaces, and so on.
Partnering Up with Adtech Organizations
As you can imagine, collecting data on a first-party basis is an expensive and difficult task to handle, and the same could be said for any sort of data tracking that’s backed by permission.
Adtech groups, however, are built to help curb this difficulty, and with their help, a disabled audience can be reached without any of the potential malpractice that ultimately occurs. This avoidance of malpractice is important as it frees you from any future scandals of that sort.
Positive Outcomes
The above has shown not only the possibility of a cookieless world but what that looks like. However, the impact of cookieless future actions is something that’s best seen in the benefits that come with it. Some of the most prevalent benefits of this cookieless movement include the following:
- The ability to target users with the right intentions and mindset. This means that ads don’t stray too far away from what is being browsed
- Niche audiences are also reached, which is perfect for even more efficient targeting
- The programmatic nature of contextual ad campaigns is such that they provide the capability for real-time analytics
- A great emphasis is always kept on safety, while also helping brands grow due to the above
The Ultimate Outlook
The truth is that based on the benefits, going cookieless is a worthwhile way of doing things. That said, the truth is that any sort of meaningful transition into the type of future in question is going to be a difficult one merely because of how effective cookies are.
Despite this, the future appears to be a good one since many people are becoming more aware of the unethical practices that corporations partake in.
This desire for a more ethical business mind will push advertisers to keep going that route. This will encourage others to take the step, leading to a world that won’t be dependent on the seemingly easier cookie-filled and potentially problematic one. Granted, it will be a battle to get us there, but we will.
Because the world is headed in that direction, it’s only fair that you prepare for it so as not to be left behind. Preparing for this coming switch can be looked at from multiple angles and they include taking the following measures:
- Improving any existing, first-party data collection abilities
- Focusing on and building up the contextual elements of targeting
- Keep a constant watch over potential aids such as the Google privacy sandbox
Final Thoughts
Cookies are an important part of data collection and that will continue to be the case for the foreseeable future. That said, the influence of cookieless future activity will no doubt be seen as time progresses.
It just has to pass through a few hurdles, chief of which is the current landscape, which still views cookies as necessary and as such, still uses them.
Despite still being used by the majority of marketers, the growing desire to be ethical will help lead to this cookieless future. Until then, the only thing we can do is adequately prepare for the shift, so as not to be left behind.