The EU Cookie Directive - some practical recommendations
The EU Cookie Directive - some practical recommendations
October 18, 2014
A hotly debated subject among online marketeers at the moment, is that of the EU Cookie Directive. The reason its such a 'hotly debated' subject is because no one really knows what the hell is going on!For those of you who dont know what this is all about, very briefly...the EU are worried about invasion of privacy for behavioural targeting which has come about since the launch of retargeting ads which 'follow' people around the interent as ads are shown on websites of previous websites that you have already visited.We think its a fair point, as we do like our internet privacy (you'd never had guessed! :-)) However, the EU dont really know the best way to police this as far as we can tell. The idea of having users 'opt in' to advertising so that everytime you arrived at a website you'd need to allow cookies before you could access this site. The issue with this is that a recent blog post we read from Techcrunch, states that sites will lose upto 90% of their traffic if they install these new EU directives. You can read the full article from Techcrunch here.This would have a massive impact on the online marketing industry as a whole. If users do not drop cookies, then this will mean...
- Affiliates will suffer as they rely on cookies in order to track where there sales have come from and ensuring they are renumerated for any sales that occur.
- Tracking companies will not be able to get the data they need as cookies will not be able to track users information. The main loser on this would be Google themselves, as Google Analytics relies on cookies and is the most commonly used tracking system.
- Retargeting companies will not have the information they need in order to retarget their ads anymore, which would have a dramatic effect on the industry.
Afraid we do not have any answers to these points and what you should be doing. But if we were to offer any advice, we'd agree with the IPA's recommendations, and keep on the lookout to see how things develop in the upcoming 12 months.A Tip from the Stellar Search Team.
Related posts
From blog
.svg){kind=icon}