New Technologies as a Solution to Cookies

New Technologies as a Solution to Cookies. By the complexity that the digital world has been taking, Internet users in the United States have become more cautious in regards to protecting their data, what they share on the Internet, the information requested by a page, etc.

There is an increased open awareness about this. Today, those who browse want to have their data protected at all costs. Cookies are an obstacle in that desire to defend the privacy of information.

Currently, there is a limitation to cookies and their performance concerning the data collected. In addition, the largest base for executing personalized advertising strategies rests on these, which has generated greater pressure for its regulation. In the coming months, the limitations on cookies and their performance will continue to add pressure.

What is certain is that the internet giant, Google, has already announced that by 2023, it will proceed to block third-party cookies. Therefore, given this, what alternatives are presented as responses to navigation without cookies remains to be seen. Let us take a look at the basics first.

What are Cookies?

Cookies are devices where data we provide on a website or page is stored and retrieved.

Additionally, they can be read by browsers and sent to a specific page that requires it.

Likewise, browsers can also enter information in these devices when a page requests it, requiring consent for its execution.

Obligation to Accept Cookies in Navigation

When entering a web page, it is very common that an information box immediately appears in which we are asked to either accept or reject the use of cookies determined by our location.

Now, how obliged are we to accept and authorize them?

To clarify this recurring doubt in users, it is necessary to inform them that there are exceptions to this topic in the following cases:

• When they are used to transmit electronic communications.
• When whoever provides an information service offers a service expressly for the user.

Given the inconvenience and danger that users perceive, which may represent that their data is available to others, a way has been seeking to block cookies through the options that serve to eliminate advertising that is considered intrusive during navigation.

Changes by Google for 2023 Regarding Cookies

Google has already established a position announcing that by the end of this year, 2022.

Additionally, it will disable the use of its third-party cookie model as a step forward for the protection and respect of the privacy of Internet users.

However, this announcement has brought concern, as cookies represent an accumulation of important information that serves as a database for advertising and digital marketing work.

Thus, in the face of this imminent measure, new alternatives have had to be devised to do the job and obtain the information in another way.

How do Cookies Work, and What Does This Measure Imply?

Cookies are information storage devices through which the recorded information is collected every time we browse a website. Additionally, when talking about third-party cookies, it should be understood that they are the collectors of information that send this information to various companies. Furthermore, they can use it and personalize the advertising content displayed when browsing. Likewise, they are able to launch ads correctly to people who need to consume or see the same information.

Given this situation and the slowdown by Google, new ways must be found to have this information, which for years has been key to digital marketing. Google has proposed the incorporation of Federated Learning Cohorts (FLoC for its acronym in English). Through this, Google sends segmented data of users in a group or mass, who have similar habits, tastes, or preferences.  Thus, they would do it collectively. Therefore, Google would  be able to maintain growth in advertising, with the additional return on investment as well as the evident respect for customers’ privacy.

Alternatives as a Solution to Cookies

As a solution to blocking cookies, certain techniques can be used to achieve the same objective, namely:

Flash Cookies

Because many user terminals have the Adobe Flash video playback plug-in, if a website uses this technology, it would be able to store and make available information in the same way that cookies do, even if the latter is disabled.

Etags

Etags (entity tags) are used by HTTP to validate the web cache, and consequently, the information of the moment is stored. It is not necessary to download or upload it again at a later visit.

Source Detection

Customizations made on computers can be used to identify a browser uniquely.

Browser Cache

It saves the information and data from the same browser cache.

First-party Cookies

This option will not be mounted or blocked by Google because it belongs to it. That is, it is not a third-party application.

So, the objective here will be to generate attractive leads by improving the web and the SEO strategy as well as the content that attracts users and can inform them of their tastes and preferences.

Customer Centric Strategy

Cookies are not a novelty, and are always the norm in the digital marketing field, which focuses on the client, their preferences, and tastes, among others. And make their interaction and experience with a company more personal and satisfactory while also getting the desired information.

Custom Audiences

You can create custom or personalized lists on Facebook through interaction, recent purchases, origins, etc. to segment your ideal group to whom you will direct your campaigns.

SEO Targeting

It is a type of segmentation that works with keywords related or directly connected to your site. Also, this segmentation occurs when they are analyzed with the ads based on themes, language, and location. Consequently, a more personalized campaign can be launched to a specific product and audience.

Conclusion

Privacy in browsing is essential, and companies and sites must ensure it to their users at all costs.

Although it is a long way to go regarding the use of cookies, this first step is relevant and essential for improving this aspect significantly.

Do not hesitate to contact us to improve your site and marketing strategy. Contact us!

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