Internet cookies have long been lambasted as a threat to user privacy. Mobile devices such as smartphones and tablets already come with no option for tracking cookies, so the use of internet cookies is gradually dying. Paul Cimino of Brilig Digital Data Solutions has predicted that such tracking cookies will be abandoned entirely during the next five years.
The problem with internet cookies is that they tend to monitor the activity of the users. And depending on the kind of ads vendor, these cookies may track different aspects of online activity. That is precisely why over the recent years, websites and marketers have been asked by legal authorities to explicitly seek user consent before installing tracking cookies on their browsers.
Many browsers have also started providing the option of deactivating online cookies. Cimino believes that given these trends, internet cookies will die over the next five years. According to him, a new ‘value proposition’ will replace the current trend in cookies. The new proposition would essentially allow users to opt for more personalized and targeted ads.
In a way, that is a lot better. Ads are the life-blood of a major portion of online content and they will be around, one way or the other. A better way to keep them is, of course, to curate them as per the preferences of the users.
However, the demise of cookies wouldn’t mean that vendors are no longer able to monitor users’ activity. Even on smartphones and tablets, websites can uniquely identify users and then use this information to discern their preferences. So in a way, targeted ads are the inevitable future for the online ads industry.