Post a “cookie apocalypse”, a consumer must be in a greater position of control and knowledge

New Ideas in MarketingEssential news for marketers, summarised by YouGov
January 02, 2020, 12:18 PM UTC

The author is certain of the situation’s “continuous evolution”.

In this article, the author sheds light on the implications of a “cookie apocalypse”. In the near future, no major impact on Chrome tracking is expected. The piece forecasts Safari to roll out features that will let privacy-friendly tools in ad tech to measure ad performance.

Both Firefox and Safari would continue their crackdown on cookie alternatives like local storage objects, fingerprinting and cookieless tracking. Further, by mid-2020, most European properties (which includes Google) are predicted to be using IAB’s Transparency and Consent Framework version 2.0.

Urged by regulators, eventually websites would be driven towards seeking explicit consent. Consortia, at both national and global levels, would pop up and work with publishers and brands proactively to ensure websites are updated and consumers are routinely informed.

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