Why are these new Internet laws are being enacted?

A couple of years ago many, including myself, predicted the death of cookies for tracking folks online. And while this hasn’t happened as yet, it certainly seems like cookies are nearing the end of their life span.

“Proprietary HTTP cookies were (and remain) the core mechanism for distinguishing one consumer from another, and each cookie may only be read by the party that sets it. There is no standardized, centralized mechanism for consumers to convey their interests or privacy preferences, which can then travel with them and be reliably broadcast to the right parties as consumers surf the web or hop from app to app on their mobile devices.”

~Jordan Mitchell, IAB Tech Lab

The above describes the consumer privacy problem that led to Europe’s GDPR and the new CCPA in California, while the privacy controls of most browsers have now made cookies less effective at tracking, anyway.

As a result, we’re gradually moving towards a singular identifier across the entire web, rather than private cookies from every website and app used. This will demand that our technology stacks evolve and innovate on this new standard – which, it’s worth noting, will also be opt-in.

Content marketers need to educate themselves on consumer privacy and tracking technology, because one way or another, they will need to adjust.

The end result?

Cookies are eventually going away, and consumer privacy protection laws will grow globally. The replacement of the cookie will likely be a “global” one-click opt-in or opt-out for all websites and apps bound by these laws.

This will impact real-time bidding advertising online, but based on consumer input, that impact will be limited.

Most consumers like personalization online, and that’s not likely to change anytime soon. The balance then lies in ensuring the safety of the data you collect, maintaining consumer trust, while also utilizing relevant, valuable insights to underline the inherent value of such processes.