Nothing lasts forever, especially in the digital space. As a marketer, you have the unenviable job of having to keep up with and adapt to the constant evolutions in technology and strategy. Guess what? There’s another change on the horizon and it’s a big one: the reign of the cookie is coming to an end.
Although this particular change has been generating some press that’s all doom and gloom, we actually think it’s (ultimately) a good thing. As far as digital measurement technologies go, the cookie has had a good run, but – as useful as they are – it’s time for a new solution.
Think about how much has changed since the inception of cookie technology. Back when cookies first emerged, the Internet was a much simpler place. Today, the digital ecosystem has expanded into new territories and become exponentially more complex via additional channels, devices, and behaviors. The cookie just can’t handle it.
You have probably been frustrated by some of the cookie’s shortcomings in your own campaigns. The limited shelf life and compromised accuracy make good measurement a challenge, and then you have to contend with the potential privacy issues (which are a growing concern among both consumers and regulatory bodies). The harsh reality is that between 30% – 50% of consumers already block cookies.
So, what’s a smart, forward-thinking marketer to do?
No one knows for sure (yet), but there are a lot of new developments in the works and we have our finger on the pulse of who’s doing what and where things are headed. To make sure you’re up-to-date on this latest digital technology evolution, read our latest paper, Consumer Tracking in a Convergent World to learn: