Loss of cookie conflict: Loss of third-party trackers may compromise your privacy
Third-party cookies may expire in 18 months, provided Google cookies are removed stated resolutions of creating a “more private network first”?
Chris Matty doesn’t think so.
In fact, he believes that the death of the small, invasive trackers could make our online identities so secure.
And he believes that the motivations of Apple and Google, which have advocated the elimination of this type of passive surveillance, are motivated by goals that are not as altruistic as they seem.
Matty is the founder and chief revenue officer Versium, a business – to – business omnichannel marketing firm that profiles online visitors without the use of cookies. Instead, it collects data from various third-party sources in a process that complies with the California Consumer Privacy Act and then uses deterministic algorithms to make an educational guess about the identity of the visitors.
Matty believes that eliminating third-party cookies will be a specter of the technology giant that owns a wide range of properties.
The losers will be everyone else.
On their own
With third-party cookies out of the picture, marketers will be forced to duplicate the data they collect on their own web properties through first-party cookies, which remain with us.
These are the trackers that allow you to install on your computer when you visit a website and you are given one of the messages “This site uses cookies”.
Thousands of small website owners who now rely on third-party cookies to identify visitors will have to start collecting more data for themselves.
That means more signups, payroll walls, and tips for giving up information about yourself.
The result will be “the loss of cookies will reduce privacy,” says Matty. “Publishers will need to start using gated logins, so they can get an email address.”
This is not a problem for the few giants with a wide web footprint.
Think about this: How often do you sign in to Google or Facebook? Almost in no time.
Once logged in to Google, the company can follow you across its search engines, email service, office productivity applications, media sites, and other outposts in its empire.
In theory, it can track you for other properties as well, as long as you are signed in.
However, independent ad networks will not have access to this information any time soon, so Google and Facebook will become even more powerful online advertising brokers.
In the meantime, independent sites will be pressured to lock their content more tightly to encourage registration.
This will result in less free information, more walled gardens, and a greater need for people to keep track of usernames and passwords for all the places they visit.
“It simply came to our notice then [the cost per thousand visitors] will grow, ”says Matty. “The cost of marketing will increase as information is controlled by fewer companies.”
Another unpopular option
Google has suggested another option called Amalgamated Cohort Learning which replaces third – party cookies with anonymous information about groups of people stored in the browser.
Not everyone thinks that’s a good idea.
“This approach has put the browser at the heart of the advertising equation, and Google, not coincidentally, Chrome is the most popular browser in the world,” wrote Adam Tanner, author of two books on online privacy, in a recent article in Consumer Reports.
Versium and many other identity technology firms are finding ways to reverse the identities of engineers without the use of cookies or invasion of privacy.
The firm collects data from multiple sources about people who are allowed to share it and then uses predictive algorithms to infer identities.
Matty calls this technique “matching logic. There are literally hundreds of matching codes that we can confidently assign, ”he said. “We can increase matching rates from 10% to 90%.”
In a B2B context, this is valuable for harmonizing personal and business email addresses. About 70% of LinkedIn profiles are linked to personal email addresses; they can be matched with a business mailing list in the dark.
Matty says most of these mysteries can be solved by adding third – party data, opt – out.
If a marketer has a personal email address, it can be matched to a business address by placing a factor in another data point such as home address and the nearby population of people with similar names.
“We can look for a physical address and find out how far they are from a business so infer that the person works in that business,” says Matty. “There are hundreds of matching codes that we can confidently assign.”
This means that eliminating cookies could explode into big data analytics. And guess who owns the most popular set of analytics tools in the cloud?
Yes, it’s Google.
Copyright © 2022 IDG Communications, Inc.
Loss of cookie conflict: Loss of third-party trackers may compromise your privacy
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