Your Guide to Cookie Consent in 2023.pdf
Many digital cookies used today are third-party cookies. That means they can be stored, shared, handled, and processed by multiple entities or organizations for targeted advertising and data harvesting. However, that’s about to change in 2023 – and marketers are getting nervous. 2/3rds of US marketers believe the end of third-party cookies will be bad for business 50% of US marketers believe privacy concerns will still exist, even without third-party cookies To be fair, third-party cookies have boosted revenue streams significantly in previous years. $84+ billion is made globally each year off programmatic advertising 80% of browsers currently support cookies to help collect data for targeted advertising campaigns 71% of consumers prefer customized ads – they just want fewer! What does this mean? Since Google’s announcement in 2020 that it would block third-party cookies on Chrome, and the tidal wave of recent data privacy laws, marketers have been scrambling to come up with new solutions. They’re asking questions like: If users want customized ads, why can’t we offer those to them? If it’s so good for business, why should we give up third party cookies? If so many browsers support third-party cookies, are we really to blame for taking advantage? The facts don’t lie, but they can be interpreted in many ways. When it comes down to brass tacks, business must work with laws, consumer wants and needs, and do what’s best for the company. That’s a big order to fill! Here’s a new perspective. End users want choices when it comes to where their data is collected, processed, and shared. Lawmakers want to ensure privacy when it comes to personally identifiable information. Business needs a new strategy that builds on first-party or essential cookies. Give everyone what they want with a robust Consent Management Platform (CMP) Introduce a compliant, easy-to-understand cookie banner Give end users the choice to manage their preferences Optimize your cookie consent banner for an array of devices Use automation to keep spotless records and stay in compliance everywhere Respond to Data Access Requests (DSARs) in minutes Cookie consent management is just one piece of the puzzle As you build out your marketing strategy for 2023, here are a few things to ask yourself: Why did we rely so heavily on third-party cookies? Is there a way to engage customers without compromising their personally identifiable information? Are short-term revenue streams more important than building a loyal customer base? Tap into the right tools for a revolutionary shift Read more - https://adzapier.com/cookie-consent-whats-changed-in-2023/
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Your Guide to Cookie Consent in 2023.pdf
- 1. Your Guide to COOKIE CONSENT in 2023 Manydigitalcookiesusedtodayarethird-party cookies.Thatmeanstheycanbestored,shared, handled,andprocessedbymultipleentitiesor organizationsfortargetedadvertisinganddata harvesting.However,that’sabouttochangein 2023–andmarketersaregettingnervous.
- 4. Whatdoesthismean? SinceGoogle’sannouncementin2020thatitwouldblock third-partycookiesonChrome,andthetidalwaveofrecent dataprivacylaws,marketershavebeenscramblingtocome upwithnewsolutions.They’reaskingquestionslike: Thefactsdon’tlie,buttheycan beinterpretedinmanyways. • Ifuserswantcustomizedads,whycan’tweofferthosetothem? • Ifit’ssogoodforbusiness,whyshouldwegiveupthirdpartycookies? • Ifsomanybrowserssupportthird-partycookies,arewereallyto blamefortakingadvantage?
- 6. Cookieconsentmanagementisjustone pieceofthepuzzle • Introduceacompliant, easy-to-understandcookiebanner • Giveendusersthechoicetomanage theirpreferences • Optimizeyourcookieconsent bannerforanarrayofdevices • Useautomationtokeepspotless recordsandstayincompliance everywhere • RespondtoDataAccessRequests (DSARs)inminutes