What’s this about?
On January 14, 2020, Google made a really big announcement:
“After initial dialogue with the web community, we are confident that with continued iteration and feedback, privacy-preserving and open-standard mechanisms like the Privacy Sandbox can sustain a healthy, ad-supported web in a way that will render third-party cookies obsolete. Once these approaches have addressed the needs of users, publishers, and advertisers, and we have developed the tools to mitigate workarounds, we plan to phase out support for third-party cookies in Chrome. Our intention is to do this within two years.”
For professional marketers — almost 1,000,000 people in the US alone — and the enterprises they serve, this is a game changer. Once third-party cookies become obsolete, the cornerstone resources professionals rely on each day become far less useful. The fundamentals of the modern marketing playbook need to be almost entirely rethought.
The promise of targeted marketing has been rolled back in favor of “walled garden” audience groupings. We’re reverting to the sorts of centralized, monolithic demographic models that mass media has offered since the 19th century. This is progress?
This is where Confection comes in. It’s a data management solution for the post-cookie world. It’s GDPR/CCPA compliant. It’s lightweight, flexible, and frictionless. And it’s good for businesses and people.