Tuesday next week we are holding the online seminar - Mastering Social Media Advertising in a Post-Cookie World: Practical Strategies to Boost ROI and Stop Wasting Money. It's a hot topic, as the cookie apocalypse has made it much harder to drive performance from social media advertising. So in this article we want to ask what exactly are cookies, and why is the impact so harshly felt across social commerce and eCommerce.
The Cookie - simply explained
What's happened to challenge the Dominance of Cookies
The CCPA, which went into effect in 2020, requires businesses to give consumers the option to opt-out of the sale of their personal information, including data collected through cookies. This has had a significant impact on social advertising and eCommerce, as businesses are now required to obtain explicit consent from users before collecting and using their data for advertising purposes.
Similarly, the GDPR, which was implemented in 2018, requires businesses to obtain explicit consent from users before collecting and using their data. This has had a significant impact on eCommerce, as businesses are now required to obtain consent before collecting and using customer data, such as their email address or phone number, for marketing purposes.
We are also seeing companies such as Apple, who has long been a proponent of user privacy and transparency, taking a strong stance on cookies and data privacy. One of the key ways that Apple has addressed cookies and data privacy is through the introduction of the Intelligent Tracking Prevention (ITP) feature in Safari, the company's web browser. ITP works by blocking third-party cookies by default and limiting the lifespan of first-party cookies to seven days. This means that advertisers and other third-party companies are unable to track users across the web without their explicit consent.
In addition to ITP, Apple has also implemented a number of other privacy features across its products and services. For example, the company's App Tracking Transparency (ATT) feature requires apps to request permission from users before they can track them across other apps and websites. This gives users greater control over their data and helps to prevent companies from tracking them without their knowledge or consent.
While these changes have been challenging for many businesses, they have also helped to protect user privacy and data protection, which is a positive development for consumers.
The Cookie Apocalypse - its impact on Social Commerce and eCommerce
The impact of these changes on social advertising and eCommerce has been significant. Social media platforms, such as Facebook and Twitter, have had to adjust their advertising policies to comply with the new regulations. For example, Facebook has introduced a new "Limited Data Use" feature, which allows advertisers to limit the use of data collected through cookies for ad targeting.
Learning how to survive in this new world is the focus on the Webinar on Tuesday next week, find out more here.