The IAB Europe Guide to Cookies: Privacy Promises Should Do More Than Crumble

The IAB has released a guide which shows some ways in which AdTech companies can survive after the removal of third party cookies from the Chrome browser. The new GDPR guidelines suggest that cookies can only be stored when there is explicit consent given by the consumer. These rules are a bit difficult to follow and so many companies are having to rely on using first party data through direct to user touchpoints. This approach helps but is not yet comprehensive.

Key Takeaways:

• Any personalization approach that depends on surveillance is going to run afoul of regulations.
• Through the use of micro-segments, the 5th cookie approach allows personalization without surveillance.
• Data stewards, not advertisers, obtain personal data from willing consumers and enforce privacy compliance.

“The organisation noted that the problem they are facing is huge, as the removal of third-party cookies from Chrome is the “single biggest change to the digital advertising ecosystem since the introduction of real-time bidding in 2009.””

Read more: http://digitalmarketingmagazine.co.uk/digital-marketing-advertising/the-iab-europe-guide-to-cookies-privacy-promises-should-do-more-than-crumble/5167