Cookie-based advertising is dying

9th July, 2018

You thought that GDPR was a compliance headache? Brace yourself for ePrivacy!

Now that the dust has settled around GDPR, it’s time to brace ourselves for more regulations, namely ePrivacy, which basically complements and enhances all definitions of privacy and data that were introduced with GDPR. ePrivacy, also known as the cookie law, focuses on all kinds of electronic communication and requires the explicit consent of users before the collection of any data or cookie installation on their devices.

If you thought that GDPR was a tough law, then consider that this regulation could spark the end of cookie-based tracking and advertising for marketers, who they will no longer be able to collect data about your actions and browsing history and then serve you related advertisements. The GDPR stated that cookies and other technical identifiers are considered personal data, so ePrivacy would require from advertisers to get an explicit consent for every cookie they install – and thus, cause much more headaches than GDPR. That means that those who provide ad targeting services and those whose responsibility is to execute retargeting and audience targeted campaigns across display, video, mobile and social are soon likely to be found without a job.

Even years before the introduction of those two data regulations, studies showed that the world of advertising was getting more and more pervasive and intrusive, invading users’ privacy. Repeated data breaches have lead to a growing public concern and significant mistrust around providing their personal details to businesses. With so many bad stories about bad practices it was expected that the European Parliament and EU member states would enforce stricter data protection standards and seek to improve transparency and control over personal data. It was about time someone stood up for privacy and transparency!

While both GDRP and ePrivacy revolve around the same principles, their main aims are to strengthen the rights and protect the privacy of internet users across the European Union. And since, cookie-based advertising and tracking will soon be a thing of the past, it’s time for marketers to shift towards cookie-less tracking – i.e. the only way to ensure full compliance to both the existing and future user data privacy laws. If you are interested in finding out more about our new tracking solution that reliably recognises time, date, browser and much more, but at the same time respects users’ privacy, get in touch with us today by writing to or calling us on 07900 955751.