Do You Want Some Cookies?

Do You Want Some Cookies? I’m not talking about cookie biscuits here, of course, but HTTP cookies, which are small text files created by a web server and stored on a user’s computer or other device by the user’s web browser while browsing a website. Cookies enable a Web server to store state information on a user’s device or track a user’s browsing activity. With the Internet becoming an increasingly integral part of our lives, digital privacy is in the spotlight. Google announced plans to ban third-party cookie tracking, and Apple’s iOS 15 update allows users to mask their IP addresses. Meanwhile, more and more privacy regulations are being passed. In this blog, we will explore the pros and cons of the end of tracking cookies from a user and marketer.

For users,

I think the end of cookies has the following benefits. First, users’ own privacy is protected to a certain extent. Banning tracking cookies prevents advertisers from collecting users’ data without their permission. Users can browse the web more freely without fear of their online activities being tracked and monitored by advertisers. Secondly, disabling cookies can effectively strengthen users’ network security. Banning tracking cookies reduces the risk of personal information theft, including hacking, and makes users safer on the Web.

At the same time I think there are some disadvantages. First of all, it will be more difficult for users to enjoy personalized and customized service content. Because brands’ websites don’t have access to basic information and preferences. I think that’s what users have to live with. Higher privacy rights often mean less tailoring. Secondly, because the merchants can not freely advertise, the revenue of the website will be greatly limited. As a result, it is difficult for users to enjoy low-cost or even free services on the site. It’s also the privacy they get in exchange for giving up perks.

For marketers,

limiting cookies also has some benefits. First, it stimulates more “person-to-person”, interactive communication between marketers and customers. When they can’t “steal” people’s information in the form of cookies, they have to engage in two-way communication with customers in other forms, such as social media. Secondly, it will enhance customers’ goodwill towards the brand. When customers no longer feel like they are being watched by others, they are more comfortable accepting the brand’s promotional message to them. It is very helpful to improve the relationship between the brand and the customer.

But I think they will face a bigger challenge. First, for brands, they have to spend more money to acquire customers’ basic information and preferences in ways other than cookies. This could increase marketing budgets, particularly for small and medium-sized enterprises. Second, the effectiveness of advertising may be greatly diminished. When brands are unable to effectively collect and identify customers’ information and preferences, they cannot deliver their ads to their target audience as efficiently as before. The inefficiency of advertising will also lead to the depressed brand performance. These challenges will not be easy for any brand.

To sum up,

the banning of cookies will bring both advantages and disadvantages to both users and marketers. And this change may also cause the whole marketing landscape to change. For any brand or consumer, it is always the smartest choice to adapt to this change and find the balance between the advantages and disadvantages.