Cookies: past, present and future

In May 2020 the European Data Protection Board modified the 05/2020 Guidelines on consent and made two very significant clarifications: the option to "continue browsing" does not imply acceptance of cookies and "cookie walls", i.e. the impossibility of accessing a service if you do not accept cookies, should not be conditional.

In July 2020, the Spanish Data Protection Agency published a Guidelines on the use of cookies in which he explains how web pages should be adapted to the new regulations.

The deadline for implementing these changes on the websites was October 31, 2020. Will they have adapted?

Where do we stand now?

Many websites, if not the vast majority, have not adapted to the new regulations and run the risk of being fined or receiving some kind of sanction. Other websites, those that have tried to modify their cookies, have encountered a problem: they have lost a large amount of data. For the sake of redundancy, Kantar states in its Kantar Media Reactions study that as few as "40% state that their companies are preparing for this" although it does note an increase of 35% compared to 2019.

At this platform you can enter your URL or the URL of the website of your choice and check if it complies with the new regulations. You will be surprised.

What are the search engines doing?

Google has already taken a position on the matter and its intention, a priori, is to focus on user privacy. According to Think With Google in this articleIn the year 2020, searches for the term "online privacy" increased by more than 50 % worldwide compared to the previous year". No wonder, then, that Google wants to do something about it.

His proposal is to bring users together in large affinity groups, eliminating the individual profile. How? By means of the FLoC technology (Federated Learning of Cohorts). As explained in the official Google blogFLoC's evidence for reaching audiences in-market and affinity tests have shown that advertisers can expect a conversion per dollar spent equivalent to 95 % of what they get right now with cookie-based advertising."

For its part, Firefox has announced full protection privacy protection for the user for the last update of your browser. This protection would consist of limiting to the pages the possibility of reading the cookies that we already have in our browser.

And before Chrome and Firefox, Safari blocked all third party cookies as early as March 2020, although the first to do so was the Tor browser.

Against this backdrop, what alternatives are left to fine-tune online advertising?

Artificial intelligence, proprietary databases, machine learning and anything else that comes to mind. For example, according to Xataka tells in this newsThe web page icon, known as a favicon, is being used to obtain information similar to that obtained from cookies. This icon has its own cache that can provide information about which pages are visited and when.

How do you think the use of cookies will evolve, is your ecommerce 100% compliant with the new regulation? Tell us about it!

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