What miracle cookies?
Before we get to the point, let’s say where the cookies came from. Learn this if you want to shine in cafe conversations or even on first dates.
1994 was a great year in the development of the Internet. At the time, Lou Montulli, a pioneer in browser development, created several network-related innovations, such as the HTML Blink tag, HTTP proxies – and cookies. Cookies, or cookies by the first use was made of Netscape’s website. In that case, the whole idea was to check if the user had visited the site before. A cookie helped websites remember user-selected settings.
Soon, cookies were used in online stores, where cookies stored information about what the user had added to their shopping cart. In addition, the use of sites that required login was facilitated: passwords and IDs no longer had to be entered on the site each time, but a cookie allowed the site to “remember” the user’s login.
The limitation of cookies is that the browser must store the information in the cookie. The cookie does not read other information from the user’s machine, ie the personal information stored on the machine is stored.
No matter how it happened
As cookies became more common, new uses were found for them. For example, they began to be used to target advertising: if you’re looking for toothbrushes in the Amazon online store, you’re likely to start seeing ads for toothbrushes on other sites.
In addition, large add-on site add-ons, such as the “Like Us” sections, download code from the supplier’s site. Therefore, the add-on provider may create a cookie for the site. Such a cookie is called a third-party cookie ( 3rd party cookie ). It allows the add-on provider to use a cookie to target advertising.
Everyone can wonder if the experience of how ad targeting works matches the huge amount of cookies that our browsers collect from sites on a daily basis. In practice, successful targeting does not depend on the number of cookies.
What about the future?
Google’s announcement sparked a wide-ranging debate about how operators will now be able to measure anything at all in the future. For the most part, the news of this has gotten out of hand. New methods of measurement and monitoring are coming. Google would not have given such notice if it did not already have plans in place.
While Google Chrome has a high utilization rate, other browsers, such as Safari, Firefox, and Brave, have in the past raised privacy by restricting tracking, so Google’s notification is essentially about protecting your end. Of course, for small actors, change creates difficulties: targeting data is no longer available in the same dimensions. Therefore, the quality and quantity of own channels, ie 1st party data, will play an even bigger role in marketing.
Advertising will continue to be targeted, but targeting methods and tools will evolve. The possibilities for this are already known. It is too early to say which ones will take the market. Here are a couple of possibilities:
- Server-side computing. The values sent by the browser are calculated on the server where the site is located instead of the user’s machine.
- Content-based targeting, where targeting is based on context and keywords. Google already provides tools for such targeting.
What should I do?
- Is customer & contact information in one place and information up to date?
- Does the information include contact behaviour data, such as site visits?
- Do you use email or messaging automation? Do the messages serve users or do you spam them?
- What is the organic visibility of a company / organisation / service / product like on Youtube, Amazon, Google?
The means change and thus the importance of design increases. Do you have your own channels okay? Contact us – we With the result, we are also the most knowledgeable and knowledgeable partner here.