Cookies, the most invasive of our privacy, are getting closer and closer to their end. If the measures taken against them in recent times have not been enough to hinder their survival, in a digital world increasingly mobile in which part of the navigation has been derived to mobile applications that small information file sent for a web and stored in the user’s browser loses meaning. It does not work like it used to.
According to a survey conducted in September 2017 by Viant Technology, a company dedicated to advertising, more than 60% of the digital marketing executives of American firms that surveyed believe that they will no longer need to depend on tracking cookies during the next two years .
The future of measurement and monitoring: records and logins
In this navigation in which the mobile has gained ground in a meteoric way, the users’ follow-ups are done in a different way. Cookies are one of many victims caused by the mobile revolution . Being registered and identified in a web page or an application to access most of the features begins to be more than common, and although this also requires cookies, we are not facing the same situation.
That, which is now an added value for certain types of portals, an option offered to users to improve their experience, in the future without invasive cookies will practically be a basic need to carry out reliable measurements and actions accordingly . With those files losing the value they had, there is less information about those who should be receiving advertising and less segmentation. Ultimately, efficiency and income are lost.
To the fading of its importance, other difficulties join . Situations that increase your loss of value. We can speak, for example, of the hardening of the measures taken by the European Union for the protection of data in recent years. Of the famous cookies notices, those that began to proliferate everywhere and that very few read, or the foreseeable next update of the European regulation that regulates them .
If there are no changes, it will no longer be necessary to request authorization for cookies that are not related to privacy but that “improve the Internet experience”. Like shopping cart or visitor measurement. However, for the rest, it will no longer be enough to include the typical message of acceptance of its use with the continuation of navigation.
Added to these circumstances we find other measures of draft taken by some important navigators. Safari, for example, infuriated advertisers a while ago by trying to reduce the tracking that advertising makes about our habits and tastes on the internet, going on to eliminate cookies after 24 hours . Before they were kept for 30 days.
Other browsers, such as Firefox, incorporate numerous options to gain privacy and avoid different types of traces . Blocks carried out by other utilities, such as ad blockers, give the almost definitive thrust to certain types of cookies.
In a morning without the files that track us in any situation, with the work of the advertising world focused on the analysis of the data of each individual in their different devices and browsing habits, to the detriment of the exclusive activity in a browser, cookies, the most invasive of our privacy, could go down in history . Literally, or at least, as they are understood now.