Tech

Are Internet Cookies Likely to Collapse?

As user data privacy is becoming an increasingly hot topic, large companies are taking steps to ensure the privacy of their customers’ data, further strengthening their relationships with existing partners and clients. We are considering the technology for.

Microsoft and Mozilla have announced that they will disable third-party cookies in Safari and Firefox web browser applications in response to growing concerns about the amount of third-party data collected from users without their knowledge. We have started the “Privacy First” campaign.

The move has been picked up and emulated by the majority of companies that own and operate web browser apps, including Google, which announced that cookies will also be disabled in Chrome by the end of 2023 at the latest. Ultimately, only one of the 10 browsers will work with cross-site tracking, effectively terminating the current direct ad targeting system that third-party cookies allowed.

The importance of online privacy and trust cannot be exaggerated. It is so important to form lasting relationships with customers that it goes beyond industries, especially financial industries such as e-commerce and online banking. There is no difference in the iGaming industry where websites exist. Like legit.org It’s essential to educating players about who they can trust online.

The end of the cookie?

The wave of third-party cookies that hijacked the Internet was driven by a company’s desire to serve ads to more relevant audiences and increase the value of their advertising spend. Still, it’s on a scale that has begun to undermine customer trust. According to a Pew Research Center treatise in Washington, DC, up to 72% of Google users believed that they tracked, monitored, and recorded everything they did online for advertising.

In addition, 40% say they will stop using the company or brand immediately if they have privacy concerns. Google’s own data shows that the number of searches for online privacy options has increased by 50%.This can be seen further in the spike in advertising Virtual private network (VPN) services have been offered online for the past few years.

“If digital advertising evolves and doesn’t address the growing concerns people have about how privacy and personal identities are used, it jeopardizes the future of the free and open web,” Google said. Advertising Privacy and Trust Product Management Director said. David Temkin.

Collaboration is the future

However, the problem many companies face is that most new and existing customers expect the same world-class online experience they are accustomed to.

To make this possible without accessing third-party data, you need to take a few steps. First, find everything you can about your customers to build relationships with them and ensure that your business offers the best possible service.

Then find the right business partner, expand the value propositions you can offer to new and existing customers, and start collaborating with them to enable them to deliver an unmatched experience.

“It’s becoming increasingly important for brands to prepare for the future when they need to create a unified view of their customers without accessing third-party data. Therefore, data collaboration with partners is important. The role of technology in this situation is to reduce the barriers to collaboration, “said Vihan Sharma, Managing Director of Europe for LiveRamp.



Are Internet Cookies Likely to Collapse?

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