Par Pablo Martín, Directeur du Business Consulting, Prodware
We don’t necessarily know that, but today we all live in a children’s story. More specifically in Tom’s thumb.
As we know, the hero of this story has the idea of placing small white pebbles on the edge of the paths he is taking, to avoid getting lost in the forest, and to reach his parents’ house.
In our own way, we are all Tom Thumbs.
We grow an abundance of little tags as we go around the digital world: cookies. However, these scattered “white stones” are of no use in finding our way.
It allows websites and brands to know us better, and to better help us choose products and services according to our tastes and habits.
How do we live rewriting Perrault’s tale? Will digital ghouls devour us all, or will we manage to civilize it a bit? What is the Tom Thumb reload scenario?
Would you take a cookie again?
There are two types of cookies: Private cookies (First Party Cookies) and theare “third party cookies” (Third Party Cookies). You don’t need to be a geologist or a storyteller to understand what these signs are.
For a website to be effective, it must know when users visit it and what they are doing there. The role of proprietary cookies is to help understand and measure the development of site visitors.
These are text files that the website itself places directly on the user’s device. The data it contains also helps improve the usability of the site.
The physical equivalent of a first-party cookie is the seller seeing you as you enter a store, and remembering what you last bought and viewed.
Cookies are clearly more complex, as if the salesperson meticulously notes in a notebook everything you do in the store, from the moment you enter to the time you leave.
These cookies and information that make it possible to be collected are kept only by the website you are visiting, and are only related to your visits to that website.
Other cookies – third-party cookies, are difficult to identify.
More intrusive, they are placed on devices during a browsing session by external websites (third parties) other than those visited by the Internet user.
They can be used to record details of pages visited, e-commerce transactions, products purchased on those pages…
So it poses a bigger privacy issue because it collects information from multiple sites.
Moreover, the user does not know where his data is going, because it is not stored in one place.
Continuing the example of the store and the seller, imagine that every time you go out into the street, many people follow you without your knowledge, each with their own notebook.
You don’t know who they are, but they notice every detail of what you do on the street and the stores you visit. You also don’t know where the information they collect is going, and because it’s beyond heterogeneous information, it’s much richer and therefore more difficult to assimilate.
This is what third party cookies are and why they are such a big problem.
Too intrusive and too opaque, it causes disapproval due to the (legitimate) feeling that you are surrounded by multiple observers who are too present and too curious, who also value data extracted without the consent of the main parties involved: those or those who produce it.
This unauthorized or unwanted intrusion into the privacy of behavior largely explains their disappearance scheduled for 2024.
Marketers and advertisers whose data drives have nearly a year to work to explore alternatives and prepare for the changes that the disappearance of third-party cookies will bring.
Customer Data Platform (CDP): For those who find cookies indigestible
CDPs, which offer this alternative to third-party cookies, refer to technology that allows companies to manage all of their customer data in an advanced way in order to improve their knowledge of it.
It’s a tool designed specifically for marketers who want to use customer (or potential customer) data – the kind of data you get from knowing your customers inside out – to improve your business. Digital Marketing Strategy.
In other words, CDP is a business tool for business users, not a new database for technology and systems professionals.
Thus CDP is a platform that allows companies to create a unified customer base where they can collect and analyze data from every interaction with customers.
Thus companies can retain their customers, because they know them better and can adapt their marketing campaigns accordingly.
This means that it is possible to better identify who customers are, where they buy most of their products, when they buy them and much more, without tracking them down by more or less fair means.
Everything seems very complicated and technical, and somehow it is!
But perhaps Tom Thumbs is reassuring that we should know that little white pebbles cultivated somewhat consciously through our trawls of the Internet can serve us better, not just to introduce us to an overly intrusive way.
With the third-party cookies gone, it’s as if the digital ghoul saw himself stealing a small portion of his seven-league boots…