How are cookies currently used?
Cookies are crucial to a brand’s ability to target, reach and personalise content to an online audience. They’re also important for the success measurement of digital media and channels. For example:
- Tracking individual’s journeys across websites.
- Targeting online audiences for digital advertising, specifically finding new audiences
- Delivering personalisation in online advertising
- Capturing data on user behaviours for use in measurement and reporting
What is changing?
Third-party cookies are being phased out of web browsers. Safari and Firefox have already removed them, and Chrome, which represents 60% of all web traffic, will do the same at the end of 2021.
Why should brands care about this?
The decline of third-party cookies will give consumers more control over the data they share with brands online.
Data privacy is key issue for third-party cookies – users have no visibility over which companies are processing their data beyond the websites that they visit. This can lead to hyper-targeted and persistent messages by unknown – and sometimes disreputable – organisations, which can be seen as invasive rather than helpful and interesting.
This is a summary of a report written by Ross Hawks, Head of Data at OLIVER. You can download the full report here.