The importance of a privacy-centric data strategy
Category: data, cookies, marketing
Category: data, cookies, marketing
We keep hearing that 2024 is going to be the year of privacy, but to what extent does this affect us?
Privacy has become central to any Data or Marketing strategy, due to the many changes we have adapted to over the years:
So what changes in 2024, why is it such a pivotal year? Because of two main aspects: synchrony and magnitude. And the fact is that in this year we are going to accumulate privacy events equivalent to five of the previous ones. The most relevant are:
- "Cookies Law". The AEPD is in line with European standards and already requires, among other things, a "reject cookies" button with the same level of hierarchy as the "accept" button.
- DMA (Digital Markets Act). The regulation forces big tech to offer users the right to refuse referral systems or the creation of a profile on them, to have a record of consent and for this to be explicit.
- End of 3rd party-cookies. Following in the footsteps of other browsers, this January has begun the 1% of the disappearance of 3rd party cookies in Google Chrome. It will reach 100% in the third quarter of 2024, which will definitely mean the post-cookies era.
- More tech restrictions. The efforts of some technology companies to protect user privacy (Apple, Firefox, Adblockers) will increase in 2024.
In one year, privacy events equivalent to five of the previous ones will accumulate.
What does this mean for any brand's data strategy and marketing campaigns? The key to answering this question is to emphasize that there is no single solution; rather, the range of solutions to deal with this new scenario is broad and sometimes complex.
For example, in order to adapt to the "Cookie Law" it will be necessary to adapt the banner, but also to build a solution for the management and distribution of consents accordingly. For the DMA it will be mandatory to install Consent Mode, but also to have a good first-party strategy ready to enable new use cases.
At The Cocktail we are continuously working to offer innovative and adaptive solutions to these emerging challenges. Our approach focuses on developing privacy-centric data strategies that not only comply with current regulations, but are also prepared to evolve with future changes. To this end, we rely on four fundamental pillars:
At The Cocktail, we believe that 2024 is not only a year of challenges, but also of great opportunities. Our experience and innovation-focused vision give us the capabilities to guide our clients through this changing landscape, ensuring that their data and marketing strategies stay ahead of the curve, effective and, above all, respectful of user privacy.