Recently it has changed a lot in regard to cookies. Organizations about user's privacy advocate ending their use, and this is a serious problem for publishers and advertisers who have a much harder time tracking and segmenting their audiences to deliver personalized content. In addition, it will be difficult for them to obtain specific KPIs relevant to their operations.
The cookieless future is already here, browsers like Firefox and Safari started blocking them by default in their latest versions. Apple and Google are preventing apps in their ecosystems from following users between applications and there are more extensions and tools to anonymize browsing.
What is the next step? We are just waiting, because there are already several protocols and systems that try to replace cookies. Google proposed FLoC, which involves, among other things, forming large groups of users to segment them generally rather than individually, but their proposition did not go well. Brave, Vivaldi, Edge, and Mozilla have already declared that they will not support it.
There is also a lot of talk about contextual marketing, taking as a reference the latest searches made by users.
Another proposal is the IAB TCFP framework, which is gaining strength recently. Rodrigo Saavedra, IAB Chile General Manager, commented that ‘TCPF is an important initiative, especially at a European level, other IABs offices are developing other initiatives based on the US Transparency and Consent Framework, however it is likely that we will have different identification methodologies in a Post cookies era.’
According to Saavedra, ‘the key is in the first place, to define a compelling front-end data extraction strategy. Secondly, developing reporting and management areas that directly support the client, ensuring high transparency of the analysis and attribution process. Brands also see here an opportunity to incorporate some of these skills in-house.’
He also adds that ‘with IAB we can see that the media has a huge challenge, and today we have a very low level of registered user traffic, between 5% to 7%, which constitutes a problem, because it is difficult for them to count in the short term comparing the level of registration that what you have today through third-party cookies.’
While there are no agreements in the industry on what to do next, it is a fact that the future of the web will become privacy-first, which is positive for users, but it also means we have a lot of work to do to offer solutions that protect your privacy and coexist better with publishers and advertisers. It is also a fact that the First Party Data and the user's Consent are becoming more important, that is why it is necessary to review our value proposition to meet the needs of the new web.
