One of the tools that guaranteed the proper functioning of online advertising has traditionally been cookies. If a few years ago you went to any conference on the digital environment, it was difficult for someone not to end up talking about them. Nor was it very complicated that among the topics that were addressed was the fear of consumers to cookies in terms of privacy and the defense that they were a fundamental part, and not dangerous, of the online advertising ecosystem. Even so, and despite this key position, cookies were far from being a perfect solution. They were very improvable.Now they are also less effective than they were then. Growing consumer privacy concerns have made cookies something of a public enemy number one. Online browsers already offer, in a fairly general and common way, functions to eliminate tracking, and with it cookies, and European privacy regulations have further complicated the existence of cookies.
A Flash talking study analyzed how consumers responded to cookies from two dozen global campaigns and found that 64% of tracking cookies had been blocked. The statistics made it clear that cookies seemed to be entering their decline .Prepare for the new scenario Advertisers are beginning to prepare for this new reality and how it will affect their audience targeting strategy. This is what American Express, whose strategy Digiday has just analyzed, is doing .The credit card company wants to reduce the weight that cookies have in its online marketing and advertising strategy, with the aim of changing it for alternatives. They are preparing for a market where they no longer exist. Its plans are to reduce its dependence in the coming months and begin to promote the use of media that use different systems as advertising space, but also to implement alternative consumer identification solutions.
The movement also serves to understand one of the crucial points in the relationship between advertisers, media and cookies. Fears of the disappearance of cookies are not new and the idea that they were a risky proposition is not new. As you remember on Digiday , the debate has been going on since they were created 25 years ago. What has changed is the position that companies occupy. Until now they were simply following with it, applying the philosophy, as they point out in the British milieu, of keep calm and carry on . But that no longer works. Cookies are less and less viable and offer worse results. They have no choice but to change what they do and how, something complicated in an ecosystem that still relies heavily on cookies.