Too Much of Anything is Bad: Especially Cookies
My mom always told me that too much of anything is BAD, so maintaining a healthy balance is always important. The same is the case with cookies, both edible and non-edible (the one that helped Google become Google and every other company to know us better than we know ourselves).
I am sure all of you have heard that Google once again delayed banning their cookies to December 2024 (I mean any addiction is hard to let go of). Apple’s IOS 15 on the other hand will allow users to block their IP address (how will brands spy on their users and know their every move now?). Although it might sound perfect at face value, every coin has 2 sides and this is no different so allow me to discuss the good and the bad of the world moving into a direction where privacy is actually respected (the fact that we live in a world where it is normal not to have privacy is beyond me but okay).
What are Tracking Cookies:
Tracking cookies are small pieces of data that are stored on a user’s web browser when they visit a website. They are used to track the user’s online activity and behavior across different websites, allowing advertisers to serve personalized ads and content to the user (yup and that’s how they know they know you better than your parents sometimes).
There are two types of tracking cookies: first-party and third-party. First-party cookies are set by the website that the user is visiting and are used to provide a personalized experience for the user. Third-party cookies, on the other hand, are set by a different website than the one the user is visiting and are typically used for advertising purposes.
The Good And The Bad For The Users:
The discontinuation of tracking cookies can enhance privacy and security for users. Advertisers will have reduced access to personal data and browsing history without tracking cookies, which can prevent data breaches and misuse of personal information.
Additionally, it has the potential to enhance website performance because the lack of cookies would decrease the volume of data that is shared between the user’s browser and the website’s server (even your computer is going to say thank god once this ban is in place).
On the other hand, tracking cookies allow websites to track user behavior and provide personalized experiences. Without them, users may see less relevant content and advertisements. Many websites and online services rely on advertising revenue generated by tracking cookies. Without this revenue, some services may start charging users for access or limiting their content offerings.
The Good And The Bad For The Marketers:
The cessation of tracking cookies may motivate marketers to devise fresh tactics and technologies to monitor user actions and aim advertising. This could result in more innovative and efficient advertising campaigns.
Additionally, marketers will need to rely more heavily on their own first-party data, such as customer profiles and purchase history. This data can be more reliable and accurate than third-party data (That is a little more work but better than spying on people).
Having said that, without tracking cookies, marketers may struggle to effectively target their advertising to the right audience. This could lead to less effective campaigns and lower ROI (and we wonder why companies are obsessed with tracking cookies. It’s all about the dinero). Marketers are also worried about the increase in their ad spend budget in order to find other effective but more expensive ways to target users.
My Two Cents:
The banning of third-party cookies by Google is an important step forward to respect the privacy of their users and to address the growing concern about how much the brands know. It, of course, comes with an opportunity cost for both parties such as users getting more generic ads and marketers predicting the increase in ad spend however, in the grand scheme of life, privacy outweighs the need for relevant ads in my opinion. Some might agree some might not. I am taking this stance not as a marketer but as a user who doesn’t like brands invading my privacy. I also think that brands are blowing this out of proportion because Google is only stopping third-party tracking not tracking altogether.
Let me know what you think. Privacy over targeted ads? Or not really?
