For over two decades now, the Internet cookie has been an important technology for just about everyone who used the web in any way. For marketers, this cookie allowed targeted advertising, proper crediting of referrals, and much more. The fact that it is still used more than 20 years after it got its start is really a testament to just how important it is.
The Internet today is very different than the Internet of 20 years ago, however, and it seems that it is time to move on from this outdated technology. The fact that a growing majority of time on the web is being done through apps and other mobile interfaces is really pushing the phasing out of the cookie.
Viant Technology is an advertising cloud services company, and they recently did a study where they asked marketers about whether they think they will still be using cookies in just two years. 60% of respondents said that they believe that cookies will no longer be required for the majority of digital marketing.
90% of them said that when they are using people-based marketing rather than cookie-based campaigns, they see improved results. This is obviously going to help drive marketers away from the cookie quite quickly.
On top of that, there are some changes to major business policies, which make cookies less effective. Apple’s Safari browser, for example, is using the Intelligent Tracking Prevention to reduce the effectiveness of cookies. Perhaps more importantly, Europe’s General Data Protection Regulation (GDPR) is actually banning the tracking of user data using cookies.
So, while cookies may still have a use for the near future, it is a good idea for marketers to really start moving away from this antiquated technology, and embrace the web of the future.