As a result of the Cookie Act, GDPR, public opinion regarding privacy, Apple's Intelligent Tracking Prevention (ITP) and other browser updates, the effectiveness of tracking cookies is constantly decreasing. Google claims that third-party cookies will no longer exist in 2022 and as far as Apple is concerned, they are already dead. Measuring is knowing, that's one of the advantages of the internet, also in online marketing. Is everything going to break down now? No. seo bureau Is much going to change? Yes, but this change is gradual. Moreover, it also opens many new doors, which make it possible to implement the advantages of measurability and targeting in an even stronger way. Privacy & transparency is very important to regain the trust of your customers and visitors.
Impact; the introduction of regulations and other initiatives
Before the cookie law / GDPR, tracking pixels of measurement systems, search engines, social networks, affiliate parties, display networks and other platforms were placed without permission and often haphazardly. Many of these platforms sometimes placed all kinds of additional cookies without the advertiser's knowledge, let alone the consumer's knowledge.
Since the introduction of the Cookie Act and GDPR, consumer consent is required. Insight must also be given into the type of cookies / pixels and what data is collected. In addition, the data collection must have a clear purpose and be explained to the consumer. Collecting all data for the purpose of later use does not fit in with the spirit of this law.
A lot has happened in the field of technology as well. For example, Apple has on its own initiative implemented a number of Safari browser updates containing the so-called Intelligent Tracking Prevention (ITP) functionality. This function simply detects whether websites/domains do cross-domain tracking and then automatically deletes the third-party cookies that these websites/domains place. In the first version of ITP this is after seven days, in the meantime cross-domain tracking is completely blocked. In addition, it limits alternative cross-domain tracking methods, for example first-party cookies with cross-domain tracking functionality.
Google has also introduced a number of updates in Chrome, which make it possible to distinguish between first and third-party tracking cookies and, if possible, delete them in the future. In 2022, third-party cookies would no longer exist as far as Google is concerned.
In the spirit of AVG, we also see that cookie-consent dialog boxes are (again) modified. By a statement of the EU explicit permission must be granted, the construction "browser you go further, then you accept everything" has been declared illegal.
Privacy and the tech giants
In the discussions surrounding privacy, it may seem that tech giants such as Facebook, Google and Apple are proactively fighting privacy violations, but the motives are very diverse. For example, Apple (unlike Google) does not derive any revenue from advertising. Apple is trying to position itself with iOS as the safest and most privacy respecting operating system, and in doing so is setting itself off against competitor Google Android.
Facebook and Google, on the other hand, have the best maps in the publisher landscape, because they both have virtually only logged in users (e.g. via Facebook, Instagram, Gmail and Android) and it is therefore relatively easy to collect optins from consumers. They trump almost all local and regional publishers because they have much more difficulty collecting these opt-ins.
At the same time, Google, through its advertising products (such as Google Ad Manager, formerly Doubleclick) does offer these publishers the possibility to add data intelligence to their reach, but via the Google logins with Google as intermediary. The dependence on a Google is therefore only increasing in that area as well.
Advertisers will have to give privacy priority
Why has stricter regulation been introduced with AVG/GDPR? To ensure the privacy of your customers and users. They can expect you to be careful with the data they make available to you. They may also assume that if a consumer does not (consciously) want to make data available, you respect this as an advertiser. Unfortunately, this has been abused, consciously or unconsciously, in recent years. Do not see these developments as a cat-and-mouse game with which regulations or updates can be circumvented, but try to focus on what is really going on, the trust that customers and users have (or not) in your company.
In practice, little has changed for advertisers on the technical side.
Despite stricter regulations and all kinds of technical developments, the average tracking setup in 2020, compared to 2018, will be more or less the same as seo abonnement in 2018.