The E-Commerce & Digital Marketing Association (ECDMA) supports Google’s decision to prioritize user control and privacy over the complete phase-out of third-party cookies. This approach aligns with ECDMA’s commitment to fostering a digital environment where transparency and user empowerment are paramount.
Eugene Mischenko, President of ECDMA, emphasizes, “While the depreciation of third-party cookies would impact digital marketing, it does not necessarily enhance real privacy. Alternatives like device fingerprinting offer more data, and unlike cookies, which users can manage, device fingerprints are not as easily changed.”
The lack of precise targeting can lead to inefficient advertising spends, ultimately affecting the prices of goods. “A move away from third-party cookies to on-premise solutions may increase costs for many businesses and have a negative environmental impact due to higher server and energy requirements,” Mischenko adds.
ECDMA members report that cookie policy popups, iPhone’s “Block All Cookies” function, and Google Chrome’s “Do Not Track” pilot have led to a reported decrease in traffic analytics by up to 40%. However, in reality, traffic has increased, indicating a discrepancy caused by cookie policies rather than actual user behavior.
ECDMA encourages continued dialogue and innovation in the pursuit of privacy-respecting advertising technologies that do not compromise the efficiency and effectiveness of digital marketing strategies.
For more information about ECDMA and its initiatives, please visit ECDMA’s official website https://ecdma.org. To learn more about Eugene Mischenko’s work and vision, please refer to his LinkedIn profile https://www.linkedin.com/in/ecommerce-expert/