The term “cookie” is often used as a catch-all for any online tracker used by websites and martech companies. However, cookies are different from pixels, scripts, trackers, and other data generators that companies use to track and market to their customers. In this post, we take a close look at how cookies are used, why they’re being blocked by privacy-first browsers, and what you can do about it.
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Learn more about marketing disruptions involving cookies, cross-domain scripts, and device IDs. Get tips for using your Confection account effectively. Read customer experiences.
Cookies track a variety of user data, including website visits, activity, login credentials, shopping cart information, and so much more. Many of these attributes of cookies are positive -- they help a user develop a relationship with a website and increase usability across different web pages. It also helps marketers better target individuals with products they may like or have recently viewed to create a more personal experience.
However, not all cookies are limited to single sessions on a website. Many third-party cookies will then track a user’s activity to create long-term records for the company’s use. While this can be done responsibly, it can also be dangerous to users as their information can be easily compromised.
Cookies' are packets of data that a device receives from a website and then sends back without changing it. Through this process, data can be stored for users and about users while browsing, leading to a more tailored user experience.
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Cookies have been used without user knowledge or consent for years. This not only invades the privacy of users and their information but has opened the doors for malware and viruses to disguise as cookies and compromise data. Even responsible third-party cookies can cause security risks, as they make it easier for unidentified parties to track a user’s whereabouts on the web. The lack of transparency coupled with security risk has caused most users to lose the trust of third-party cookies. More and more browsers are blocking them for users, and it is estimated that within the decade, 75% or more of users won’t be traceable by cookies and other tracking data.
The short answer is, "Yes." Being cookie-free doesn’t mean you can still track users in a privacy-first world. Consumers are demanding more ethical options for a tailored browsing experience, which means that martech companies and their clients must step up to the plate to deliver them.
Confection's data generation solition is forward-thinking within the privacy-first world. Our solution offers companies the same information and tracking abilities without compromising user privacy or security. It’s a sustainable solution that keeps everyone’s interests in mind. By sourcing data more respectfully and sustainably, martech companies can build trust with consumers and create the tailored experience they desire without the risk.
To learn more about how you can transition out of the cookie-based world into the privacy-first world, schedule a demo by clicking the button below.
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