The Cookieless Future begins -
What Companies need to do to Continue
to be Successful in Digital Marketing
What are Cookies and why do we need them?
A cookie is a data package generated by web browsers and websites to store individual user data. A website recognizes who is visiting it by using a cookie and can therefore better adapt to the user's needs.
We distinguish between first-party cookies and third-party cookies:
First-party cookies are usually generated directly by the website operator. Only the creator (first instance) can read the cookie later, e.g. short-lived cookies to store shopping baskets locally or to pre-fill search bars. The primary focus of first-party cookies is the user experience and the comfort of the website visitors.
In addition, the use of first-party cookies allows the website operator to store and make better use of the collected data.
The EU GDPR imposes restrictions in the field of permission & consent
The introduction of restrictions in the area of permission & consent: "Privacy by default" is one of the most important principles. An opt-out, i.e. an already pre-set checkbox for a continuous processing of data, is no longer permitted. Instead, an opt-in, i.e. an explicit consent of the user to continue to process his or her data, is required.
Safari browser blocks third-party cookies
Apple is the first major browser provider to block third-party cookies by default. From now on, advertisers will have a hard time tracking Apple users through the web.
"Planet49" verdict - pre-ticked checkboxes on cookie consent banners are invalid
The "Planet49" ruling states that there is no effective consent to cookies through a pre-set opt-in. From now on, when visiting a website, users must first confirm the cookie pop-ups in order to proceed.
Apples users must opt-in to cross-app tracking
With the new AppTrackingTransparency guidelines (ATT), iPhone users have the option to opt-out of tracking across apps. Before running an app for the first time, users must actively consent to tracking.
New user activity encryption feature in Safari browser
With iCloud Private Relay, Apple offers a feature to disguise IP addresses, locations and activities while browsing. In this case, the retrieval of websites is realized not directly from user to server, but through nodes called relays. These ensure that the actual origin of the request remains hidden from the server and user profiles can no longer be created.
The introduction of the TTDSG could make central cookie management possible
The Telecommunications Telemedia Data Protection Act (TTDSG) will solidify practices that have been common since the "Planet49" ruling. A new regulation postulates that users can also give their consent for cookies to be set via Personal Information Management Systems (PIMS) and browser preferences. Therefore, users can manage where and in what form they consent to cookies in a central location. The PIMS can then automatically pass on this instruction to the websites and set the correct checkmarks - cookie banners would then be obsolete. However, these PIMS services do not yet exist.
Deactivation of marketing cookies in Google Chrome
Google originally planned to abandon third-party cookies in its Chrome browser as of 2022. However, the company needs more time to develop possible alternatives.
One of these alternatives could be FLoC (Federated Learning of Cohorts), which is currently under development. With this, Google no longer wants to assign individual identifiers to users, but rather group them in cohorts of hundreds or thousands. This way, it would no longer be possible to identify a single individual in a cohort.
2023 / 2024
ePrivacy regulation to replace TTDSG
The EU ePrivacy Regulation is to replace the old ePrivacy Directive of 2002 (also known as the EU Cookie Law). It will also override national laws such as the TTDSG, which are currently under development.