TechThat’s the way the internet cookies will crumbleGiven third-party cookies are facing the crunch, Jon Bentley offers a taste of what online brands are cooking up insteadWhen you purchase through links on our site, we may earn an affiliate commission.Here’s how it works.
TechThat’s the way the internet cookies will crumbleGiven third-party cookies are facing the crunch, Jon Bentley offers a taste of what online brands are cooking up insteadWhen you purchase through links on our site, we may earn an affiliate commission.Here’s how it works.
Given third-party cookies are facing the crunch, Jon Bentley offers a taste of what online brands are cooking up instead
When you purchase through links on our site, we may earn an affiliate commission.Here’s how it works.
(Image credit: Getty Images)
(Image credit: Getty Images)
Google’s decision is part of a much wider trend. Firefox and Safari withdrew support for third-party cookies in 2019 and 2020 respectively, and Chrome already allows you to opt out in the settings. And, as the information in cookies can be used to identify you, the EU’s and UK’s General Data Protection Regulations (GDPR) require you to grant consent to them through those annoying pop-ups.
(Image credit: Google)
(Image credit: Google)
I spoke with John Regan, CEO of Electric Guitar, one of the companies helping businesses navigate this new marketing landscape. He uses the metaphor of a tailor to explain the advantages of a first-party experience.
“When a tailor measures you, there are three advantages. It’s transparent: you know the data you’re giving away. You’re getting value for it – your clothes fit better. And it’s a one off – the tailor may keep your measurements but only so you can buy another suit.
Apple privacy features can stop tracking(Image credit: Apple)
Apple privacy features can stop tracking
Apple privacy features can stop tracking
(Image credit: Apple)
“The third-party version is someone breaks into your house to measure your clothes and then turns up with a suit they’ve made from your stolen measurements asking: ‘would you like to buy it?’ That’s what was happening before privacy concerns appeared.”
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Rather than annoying ads that follow you around the internet, you’ll soon be getting information and features directed to you personally. Companies will be able to predict what you want, and through techniques like pre-emptive stocking and automated delivery, provide it more conveniently.
AI chat will identify just the car you need to blow away the cobwebs of a mid-life crisis, suggest decorative themes for your home or find just the right camera and software to revolutionise your photography. It’ll be a trade off with privacy but one with such obvious benefits you’ll want to use it. For many consumers, the replacement for third-party cookies might prove more irresistibly palatable.
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