Since GDPR came into force on 25 May this year, websites have been required to be more careful about how they use people’s data. As a result, they appear to be losing their appetite for third-party cookies.
Under GDPR, companies must have a lawful basis to use personal data – a change that has had a significant impact on how websites are using cookies.
According to Reuters Institute, the number of third-party cookies on news websites in Europe has dropped by 22%, and in the UK it has dropped by 45%. Their analysis of around 1 million content requests from more than 200 EU news publishers between April and July revealed that the average number of third-party cookies per webpage declined from about 80 in April, to about 60 in July, after GDPR.
Apple started killing off the cookie last summer
As a result of this change, 60% of respondents to a September 2017 survey by Viant said they will no longer rely on cookies for the bulk of their digital marketing in the following two years.
What will replace the third-party cookie?
So, if the third-party cookie is off the menu, what can replace it? One robust, future-proof solution is our own ActiveID.
Rather than relying on the limitations of a third party cookie, ActiveID uses multiple data points to identify a user. ActiveID uses ‘probabilistic’ matching, which typically gives 95% match rates – and a much more robust and longer lasting ID than third party cookies.
As a result, ActiveID is not reliant on third party cookies, is fully GDPR and ePR compliant, lasts much longer than a cookie and supports full lifecycle marketing.
So if you’ve lost your appetite for third-party cookies and are looking for a longer-lasting solution, ActiveID could be the answer. To find out more about it, and how it can help you, please call us on 020 3262 0415 or email Jon Weeks.