The future of cookies in the age of digital privacy

What will the future be like without third-party cookies? In this Contact Center Hub article we tell you how Walmeric technology is the key to facilitating continuous data collection and optimisation of marketing strategies.

This change, which has been taking place gradually since the end of 2020, will have a major impact on the digital advertising industry, as this type of cookie has been fundamental to understanding user behaviour on the web.

This regulation has been in force since January 2024, since 1% of cookies have already been eliminated from the browser to provide an ecosystem in which the digital advertising industry can test different technological alternatives and thus be as little affected as possible by this measure. In relation to this, Dan Taylor, VP of global advertising at Google, explained in a Digiday podcast that «when 1% of cookies disappear in Chrome, we will have a real test environment where everyone can operate and at the same time understand how campaigns, performance or ad relevance will change».

But how will this transition affect the measurement of advertising campaign effectiveness? According to a study by the IAB Spain, 48% of professionals believe that effectiveness measurement will lose capacity after discontinuing the use of third-party cookies. However, 40% of companies are not taking measures to mitigate the loss of data.

What does a world without cookies mean and how to adapt to it?

First-party cookies (or technical/proprietary cookies), which are those that are automatically generated by the website that is being visited and that allow the user’s experience to be improved when entering a page, must be accepted in order for the site to function correctly.

Walmeric technology is technical in nature, as it implements a pixel on the web page that needs to be always active to collect important information from the user, such as the data provided proactively in the contact forms. This is vital to maintain proper operability and to ensure the collection of relevant data.

However, in the case of third parties that collect information and platforms for advertising investment and lead generation, such as Google, Meta or TikTok, a double consent will be necessary: on the one hand, the acceptance of cookies as such and, on the other hand, the consent of third party cookies focused on marketing and analytics (AEPD), in order to be able to increase conversions and optimise audiences.

The potential impact of a world without third-party cookies would be significant, especially for advertising platforms, which would lose access to valuable lead information. This scenario would affect the trackability of advertising campaigns, as lead tracking, including details such as source of origin, device used and keywords used, would be lost.

In short, solutions such as Walmeric are key in offering a technical layer of capture that allows information to be collected continuously and effectively, ensuring the possibility of carrying out detailed analysis and optimising marketing strategies without relying exclusively on technological giants.

The future of cookies in technology is marked by the need for transparency, privacy and adaptability. Companies that can successfully adapt to these changes will be better positioned to offer personalised and effective experiences to their users in the ever-evolving digital world. It’s time to make the most of your own cookies!