Cookies are simple text files that store the user's activity on the Internet, with the aim of making browsing more practical by configuring some information automatically. More than that, cookies have the main function of storing analytical information about your browsing history.
Therefore, when we enter a website, various information is stored in the cookie, such as browsing time, pages visited and other data that can be used by companies, such as in marketing campaigns, recomercialización , for example.
The importance of cookies for companies
Another important point to understand the impact of the end of cookies is to understand the importance of digital tracking for companies. To give you an idea, a recent study showed that 65% of global investments in digital advertising christmas island businesses directory would be concentrated in programmatic media .
Programmatic media is a smart and extremely assertive way of buying media and relies on the use of cookies. In addition to media buying platforms, we also have large companies, such as Google and Facebook, that use cookies in their remarketing tools.
Obviously, if Google abandons the use of cookies, the digital giant has plans to obtain data through other means. Let's understand this.
The data and browser market
Google Chrome has 69% of accesses via desktop and 40% on mobile devices. Absolute leader. Next is Safari and then Firefox. So the end of cookies . In reality, it would only be implemented if Google wanted it that way.
Of course, there are other ways to obtain user information. Big data is growing and it would not be wise to put an end to this information. If a user somehow logs into an email, for example, and browses normally, their data will already be tracked in some way.
Although digital media platforms also have information about users, they are limited to their own browsing data.
So, we have a new era in the information market. The era of login. Identification becomes more important than ever and the father of them all remains Google. To give you an idea, in 2018 Gmail surpassed 1.5 billion active users worldwide.
Privacy x Big Data
Oh end of cookies This should only happen in mid-2022. Until then, the market will have to adapt, looking for alternatives for data collection and analysis. In the era of Big Data, the search for privacy has taken precedence. There is a growing understanding of the importance and need to keep users aware of their data collection, as well as its subsequent use by companies.
In this context, data capture and analysis become even more important. In this scenario, the generation of quality content and total transparency in the ways of capturing and processing data (use of double opt-in, privacy policies, more visible ways to unsubscribe, etc.) will be promoted and valued.
When it comes to digital marketing strategies , we will increasingly turn to companies that are more prepared in data intelligence and strategic planning.
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