Why Is The E.U. Being A #CookieMonster?
Companies have had the privilege of personalizing their marketing schemes due to the benefit of cookies. Now, it seems the EU begs to differ and they will begin to regulate the amount of access websites have from cookies.
Found on Wikipedia, a cookie “was designed to be a reliable mechanism for websites to remember things that a browser had done there in the past, which can include having clicked particular buttons, logging in, or having read pages on that site months or years ago.” This means that the person who created a website can see what exactly a visitor is looking at, what they clicked on, and where they were located when they clicked on it. The owner of the website can then analyze this information and see what on his website works and what does not work. With this information known, he can better understand the audience his website attracts. From a website administrator point-of-view, a cookie is vital to market research.
It is obvious Facebook and Twitter need cookies to understand what the reaction to changes on their website are. If there are no cookies, then more time will be spent on information gathering. In our technologically advanced society, this will take a lot more time and money, which many internet companies, especially start-ups, do not have.
Yet, what about the web-surfer who is minding his own business when he is on the internet? To the EU, the cookies that a website receives invades the privacy of that person. They believe an owner of a website should not have the ability to purposefully aggregate information without the consent of that person. The ability of stealthily collecting cookie information can create an environment that a site-visitor does not have control over and things are fed to him or her. If this continues to grow, then one can argue that a consumer on the internet does not have the freedom of choice, since these cookies are giving online companies an unfair advantage.
As of today, this is in only in 27 nations in the European Union, but some claim that U.S.A may adopt similar legislation. On a closing note, this will have a huge impact on online marketing and it will cause a commotion in the way of approaching consumer behavior.
Thank You to Shaina Boone for making the issue clear. Follow her @shainaboone