Online marketing: blessing and curse of cookies

Online marketing: blessing and curse of cookies

Annoying cookie banners on one side, upset revenue through online advertising on the other. About this tension of the wishes of users and companies discussed three professionals on the virtual event "Online marketing between cookies and privacy" At the invitation of the daily level.

The occasion of the event was the European Data Protection Day, which is shown on 28. January is celebrated. This year is even a round jubila room, because exactly 40 years ago, on the 28. January 1981, with the agreement of the European Data Protection Convention by the Council of Europe, the path for a common European data protection.

Advertising as a possibility

At the beginning of the discussion, Eveline Metzen, director for government matters in Germany, Austria, and Switzerland on Google, skipped the basic position of the search engine group. Advertising allow access to global information that Google makes it available on the Internet. "A high level of data protection and online marketing are not a contrast", She said. Google constantly work on new techniques that harmonize both.

Maximilian of Grafenstein, Professor for "Digital self-determination" At the Career College of the University of Art Berlin, said, contrary to many predictions there are no "Post-Privacy-Ara". Young users are privacy-conscious, but criticized the cookie banners who have introduced many website operators due to the DSGVO. He pladdened that before a general ban on banners by the legislator are tried out other means as amendments in the design of websites.

Dark Patterns VS. Privacy by design

On the problem that many users are surprised by the numerous consent in different cookie species, Anna Christmann also pointed out with a view to the upcoming e-privacy regulation. Christmann is in the Grunen Bundestag Faction spokeswoman for innovation and technology policy and chairman of the Enquete Commission Artificial Intelligence. Instead, she puts on the principle Privacy by Design. The cookie banners should be designed in their basic setting (Privacy by Default) so that a few data has been shared. The banners are "Currently auxiliary structures". But Christmann realized that a perfect legislative solution is very difficult.

Google lobbyist Metzen spoke against Privacy by Default. "Users and not the legislators should decide on their privacy." The freedom of users is important. Principle must be kept a balance between the advertising industry and the users. "Without advertising there is no free content", she said.

From Grafenstein pointed out the problem that IT corporations like Google and Facebook "most likely" could forgo cookies as they have access to extensive profile data after login on their platforms. This possibility did not have smaller companies. Rooms, however, replied, but Google was only part of an okosystem and relies on the trust of users. "We therefore have to research according to alternatives to Third-Party Cookies."

Floc instead of individual users

In January 2020, the search engine group had announced the end of the Third-Party cookies in his browser Chrome within two years. Metzen called two reasons for the decision. "Blocking the cookies leads to fingerprinting." That was not desirable for data protection. On the other hand, it narrower the information width on the Internet if the erosion sources were enrolled for publishers.

"Someone has to pay", she said. As a privacy-friendly solution, Google propagates the Federated Learning of Cohorts (Floc). Advertising Workers Thus groups of similar potential customers instead of individual users. Nevertheless, according to Google, the conversion rate rate with 95 percent high. In the second quarter, the Group wants to start with Google Ads.

PUR subscription

Christmann demanded reliable framework conditions for users and companies. In addition to third-party cookies, there are other technical solutions to make advertising effectively. She pointed out to the trend that publishers will make the readers by banner prior to choice to allow either personalized advertising through cookies or to pay for the content. That also practices our site so. By Grafenstein demanded from the publishers, you may have to set it as a user so that personalized advertising is excluded in payment.

The Grunen politician meant liable: "Personalized health were more important to me than personalized advertising." The Federated Learning of Cohorts can be good for the use of health data.

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