{"id":7635,"date":"2024-12-03T01:15:58","date_gmt":"2024-12-03T06:15:58","guid":{"rendered":"https:\/\/advertisingweek.com\/aw360\/2024\/12\/03\/the-end-of-cookies-is-the-end-of-understanding\/"},"modified":"2024-11-26T13:18:14","modified_gmt":"2024-11-26T18:18:14","slug":"the-end-of-cookies-is-the-end-of-understanding","status":"publish","type":"post","link":"https:\/\/advertisingweek.com\/aw360\/news\/the-end-of-cookies-is-the-end-of-understanding\/7635\/","title":{"rendered":"The End of Cookies Is the End of Understanding"},"content":{"rendered":"

Despite their bad reputation, cookies are how the online world can get to know you. What happens to online experiences when that understanding goes away?<\/em><\/h1>\n

By Ethan Martin, Strategy Director, Goodness<\/em><\/p>\n\n\n\n\n\n

When Google recently announced<\/a> that they wouldn’t<\/em> be deprecating 3rd-party cookies afterall, it marked a sudden and unceremonious end to the latest effort to curb online tracking. But even before this, people\u2019s hatred for cookies has been simmering for a long time. They\u2019ve been called \u201cstalking\u201d<\/a> tools for advertisers. Others have claimed that cookies could be used to make inferences about your health.<\/a> Companies have been fined<\/a> and laws written<\/a>. But even with privacy concerns, it turns out that brands, advertisers, service providers and everyday internet users can’t live without them. Even as trends shift from 3rd-party to 1st-party data, it\u2019s almost impossible to escape cookies completely.<\/p>\n\n\n\n\n\n\n\n

The reality is that most of the content we interact with online is tailored to various degrees, and that\u2019s powered by cookies. 3rd-party cookies are primarily used for tracking users across different sites, and enable brands to serve ads that are more relevant to individuals as they browse the web. That pair of shoes you looked at and are now popping up in ads on every site you visit? That\u2019s 3rd-party cookies at work. 1st-party cookies tend to be less annoying, and actually useful for users, allowing specific websites to save things like shopping cart contents, language preferences, and other past interactions.<\/p>\n\n\n\n\n\n\n\n

The shared agreement that many of us make for the convenience and personalization they provide is to turn a blind eye to the implications of cookie-based tracking. For example, studies suggest<\/a> that young people simply don\u2019t care that they are being tracked. The rest simply turn off cookies or website tracking<\/a> to protect their privacy. But when they do, they enter a strange digital landscape stripped of all of the basic things we\u2019ve come to expect from the online experience. It\u2019s like the online world no longer understands us \u2013 who we are, what we need and how best to serve us. In pursuit of absolute<\/em> privacy and invisibility to brands, is this really the result we\u2019re fighting for? Or are we just looking for more consideration and a better return on investment for the data we volunteer?<\/p>\n\n\n\n\n

Going cookieless<\/strong><\/h2>\n

Unless you\u2019re old enough, it\u2019s probably hard to imagine a world without cookies. Back then, every time you went to a site without logging in, it was like you were going there for the first time. Also, brands were taking wild (and often wrong) guesses as to what people wanted to see. Everything felt more experimental, but also clunkier and harder to navigate. And yes, today\u2019s cookies do play a part in creating a curated bubble that we navigate within. Maybe our collective aperture would open up without them. But there would also be a lot of friction in our everyday micro-interactions \u2013 ones that we currently take for granted.<\/p>\n\n\n\n\n\n

Despite the benefit, for the broader public there\u2019s still a general disdain for being tracked. We value our independence and the idea that there\u2019s an invisible entity tracking your every move is unsettling at an instinctual level. Plus, there have been legitimate abuses<\/a> \u2013 instances where cookies have been used to covertly harvest and store tons of user data.<\/p>\n\n\n\n\n\n\n\n

Cookies have also been prone to excess and inefficiency. I\u2019ve audited countless sites with tons of tracking scripts \u2013 most of which no one knew when they were installed and why. In these cases, brands were paying for a service that they weren\u2019t using, while also hurting their own site performance with bloated code.<\/p>\n\n\n\n\n\n\n\n

Still, cookies \u2013 and the level of personalization they enable \u2013\u00a0 remain essential. Particularly when it comes to useful 1st-party data, which gives brands a much better understanding of site users and the experiences, services, discounts, and products they need instead of just worthless spam and distractions. Of course, skepticism of cookies is understandable and a healthy part of keeping cookie-users honest. But skeptics also tend to underestimate how unwieldy and horrible a cookieless internet would be. Brands would suffer too as the cost of customer acquisition would swell incredibly.<\/p>\n\n\n\n\n\n\n\n

So, while 3rd-party cookies may eventually fall out of favor, it\u2019s important that at minimum 1st-party cookies survive \u2013 at least until a suitable replacement is developed. Ensuring this, however, means that brands must improve their reputation by making sure the data is used in undeniably valuable ways.<\/p>\n\n\n\n\n

An equitable trade<\/strong><\/h2>\n

Fixing the anxiety around cookies means resisting the urge to use data from 1st-party cookies in obnoxious ways. Most people are aware that their online behavior is being tracked. It\u2019s when attempts at personalization miss the mark \u2013 like recommending a product that someone has already purchased \u2013 that people get irritated. That\u2019s why a winning strategy is about delivering a better data-driven experience for users. Here\u2019s where to start:<\/p>\n\n\n\n\n\n

Always give back: <\/strong>Brands should think about digital experience in the same way they think about customer experience at a flagship brick and mortar store. It\u2019s a chance to build trust, loyalty, and long-term relationships, which are essential for sustainable growth. When customers feel valued, they’re more likely to return, recommend the brand, and engage with it positively in the future.<\/p>\n\n\n\n\n\n

Help their bottom line, not yours: <\/strong>Cookies can be used to understand people in ways that can literally put money back in the consumers\u2019 pockets. For example, if shoppers schedule an automated delivery every 3 weeks, but the data shows that\u2019s probably too often, brands should use that information to help shoppers sign up for the subscription that makes sense for them. Data should be used as a way to answer the question \u201chow do we help people order the right products?\u201d versus just \u201chow do we sell the most products?\u201d<\/p>\n\n\n\n\n\n

Plan ahead: <\/strong>Brands need to have a vision for what they\u2019re going to do with data from cookies rather than just collecting it because they can and coming up with a purpose after the fact. That could be at the macro level \u2013 tracking what types of page content people love to make other pages similarly useful. Or it could be at the individual level \u2013 surfacing \u201cRecently Viewed\u201d products to users who are returning to a site, so they don\u2019t have to start their search from scratch every time. Framing a data strategy around \u201cif we knew ___ about our consumers, we could make their lives easier\u201d will allow brands to create experiences that truly deliver value.<\/p>\n\n\n\n\n\n

Shopping, browsing, learning and playing online doesn\u2019t have to feel like you\u2019re being taken advantage of by cookies. Instead, every experience should feel like it knows you and understands how best to serve you. The more that brands can deliver on that promise, the less they\u2019ll have to worry the next time tracking anxieties reemerge.<\/p>\n\n\n\n\n\n

About the Author<\/strong><\/p>\n\n\n\n\n\n

Ethan Martin<\/a> is the Strategy Director of Goodness<\/a>, a digital experience partner for best-in-class brands<\/p>\n","protected":false},"excerpt":{"rendered":"

Shopping, browsing, learning and playing online doesn\u2019t have to feel like you\u2019re being taken advantage of by cookies. Instead, every experience should feel like it knows you and understands how best to serve you.<\/p>\n","protected":false},"author":7,"featured_media":7636,"comment_status":"closed","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","editor_notices":[],"footnotes":""},"categories":[1],"tags":[5],"topics":[2],"class_list":["post-7635","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-news","tag-data","topics-editorial"],"acf":[],"yoast_head":"\nThe End of Cookies Is the End of Understanding | AW360<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/advertisingweek.com\/aw360\/news\/the-end-of-cookies-is-the-end-of-understanding\/7635\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"The End of Cookies Is the End of Understanding\" \/>\n<meta property=\"og:description\" content=\"Shopping, browsing, learning and playing online doesn\u2019t have to feel like you\u2019re being taken advantage of by cookies. 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