May 24, 2022
In Welcome to the Forum
Consumer privacy was already tightened Special Database in 2018 by the GDPR (General Data Protection Regulation) and CCPA (California Consumer Privacy Act) legislation. Then, in 2021, Apple introduced anti-tracking options. After Apple, tech giant Google also announced the end of third-party cookies on Chrome in 2021. Thunders come Special Database faster and faster and everyone knows what that means: a cookie-free world is approaching faster and faster. The definitive phase-out of tracking and profiling techniques will take place in the Special Database autumn of 2023. What does the future of digital marketing look like? The function of third-party cookies Third-party Special Database cookies are currently collected by third-party vendors and placed to track and identify users across different sites. How does this work? When (potential) consumers Special Database visit websites, the third-party cookie keeps track of information and forwards it to, for example, the advertiser who created the cookie. Online behavior is mapped on the basis of this cookie data, such as the interests shown on different sites and the ultimate purchasing behavior. Visitor profiles are Special Database built based on this data. Subsequently, retargeting lists can be Special Database developed to send (unsolicited) personalized advertisements to visitors or people with similar profiles. One of the biggest concerns of consumers is the resale and sharing of data between data marts and ad vendors. And that is exactly the function of third-party cookies. Consumer data awareness Consumers are taking digital privacy more seriously and trust organizations less and Special Database less when it comes to monitoring online activity and personal data. Young consumers who have grown up in a digital world are the most aware consumer group. For example, our research shows that half (50%) of Generation Z maintain control over their personal data by, for example, regularly deleting their Special Database search history or cookies. This generation is aware of how personal data can be used (unsolicited). Not only has data awareness increased, consumer expectations are also changing.