A couple of weeks back I had done a podcast asking if businesses could survive in a cookieless world. With companies like Apple and Google removing third-party cookies from their apps and sites, it makes it challenging for marketers to create micro-targeted information.
But this highlights a struggle that exists for many people and companies: How much information am I willing to give up for the sake of personalized experiences?
The speaks to the risk versus reward scenario. The risk being the amount of personal information divulged on various sites and social media; and the reward of having a bespoke experience when online.
With all of this in mind, this puts you squarely in the middle of the feud that’s brewing.
“Wait, what feud are you talking about?”
Recently, Shira Ovide wrote an article for the New York Times on this feud between Apple and Facebook over ways people are tracked. Apple will soon push out an update to iPhones with messages asking for permission for companies to follow you from app to app. This has put Facebook in a tizzy as they state they need this information for their ads to “make the internet free for all”.
The concern here is that when Apple pushes out this update, many people will choose “No” on the pop-up message which will impact how fine-tuned the ads are.
So, I’ve got to ask: Do you care that this is happening? Will you feel differently about various companies? Do you think it will impact your app and web experience?
These are valid questions as time will what the internet will look like in the future based on the outcomes of these changes. For the time being, it would seem that consumers are granted a sliver of control. As the old guy from Indiana Jones and the Last Crusade said, “Choose wisely”.
On the face of things, it looks like Facebook is concerned about profits. This change directly impacts their ad revenue stream and how they engage through the ads.
So, what’s my take on all of this?
We have all gotten accustomed to seeing cookie messages or the lengthy terms and conditions on pages that don’t make sense with the legalese language. But, we accept them anyway and go on because we really want to use the app or site.
However, there is change on the horizon. As more and more legislation is passed on data privacy and protection from various countries, states, and provinces around the world, tech companies will start to feel the pressure to comply. Whether that will take the hint and do something about it is another story.
This period of change will force organizations to really focus on their creativity and challenge the mentality of “we’ve always done it this way”. More sites and apps will rely on artificial intelligence in different ways to create a personalized experience.
Just as the flashing banner ads and multi-window pop-ups from the ’90s and early 2000s have faded (but still not gone…wow!), this change is nothing new. It’s how consumers and companies alike will react to the change that will dictate the future.
There may come a time where even first-party cookies are completely gone and the pressure to create the experiences will take a new form….mixed reality on steroids anyone?
Related DAC Resources:
- California Privacy Law Prop 24 and Privacy Strategies
- History and Future of Artificial Intelligence (AI)
- RPA Expo Digital Event
- Creating a Machine Learning App with Power BI and Python
