Cookieless: what will the future of advertising be like
Mar 7, 2024 0:17:28 GMT -5
Post by account_disabled on Mar 7, 2024 0:17:28 GMT -5
For those who work in the world of marketing, using tools that are based on the processing of user data, also collected through cookies, the coming years will be a source of great changes. Recent changes by the guarantor, in fact, have established an expiry date for the so-called "biscuits" : the future for digital marketing, in all likelihood, will become "cookieless". But what is meant by these terms? What will be the evolutions on a practical level for anyone involved in online promotion and data acquisition? Let's find out together in this article! Cookieless: what does it mean? To better understand the importance of these dynamics, let's start with a couple of useful definitions: "cookies", in Italian "biscuits", are information files that websites store on a user's computer while browsing on a website. specific website.
These, in the case of repeated visits, are used to facilitate the loading of pages (using information already possessed) and guarantee the browsing experience greater speed and degree of customisation. Cookies are also very useful from a marketing point of view, mainly for retargeting and Hong Kong Telegram Number Data segmentation operations by companies. When a user visits a site and accepts the receipt of cookies, in fact, it gives brands the possibility of identifying , with the information collected, the topics and products potentially of interest to him , thanks to the history of searches carried out and pages visited in the past. All the data acquired in this way allows us to better intercept and satisfy the needs of those who have agreed to receive cookies, through targeted and tailor-made promotional content .
This information, which every online site collects when a user visits it, can also be transferred to third parties, who reuse it for marketing purposes and targeted advertising. Cookies, in this way, are able to provide useful data both to the domain that first gives them to its users, and to all third-party companies that, in accordance with this, use them for their purposes. Such data management, however, will change radically in the years to come . Third-party cookies, which we mentioned earlier, are destined to disappear; at the same time, essential items could undergo profound changes in the methods of collection and management, in turn ending up being even superfluous. This perspective, where user cookies will no longer be used as they are currently, is defined as " cookieless ".
These, in the case of repeated visits, are used to facilitate the loading of pages (using information already possessed) and guarantee the browsing experience greater speed and degree of customisation. Cookies are also very useful from a marketing point of view, mainly for retargeting and Hong Kong Telegram Number Data segmentation operations by companies. When a user visits a site and accepts the receipt of cookies, in fact, it gives brands the possibility of identifying , with the information collected, the topics and products potentially of interest to him , thanks to the history of searches carried out and pages visited in the past. All the data acquired in this way allows us to better intercept and satisfy the needs of those who have agreed to receive cookies, through targeted and tailor-made promotional content .
This information, which every online site collects when a user visits it, can also be transferred to third parties, who reuse it for marketing purposes and targeted advertising. Cookies, in this way, are able to provide useful data both to the domain that first gives them to its users, and to all third-party companies that, in accordance with this, use them for their purposes. Such data management, however, will change radically in the years to come . Third-party cookies, which we mentioned earlier, are destined to disappear; at the same time, essential items could undergo profound changes in the methods of collection and management, in turn ending up being even superfluous. This perspective, where user cookies will no longer be used as they are currently, is defined as " cookieless ".