The Cookie Monster: What a new privacy law means for marketers

Explicit Consent. These two words are set to change the Internet more than any new technology ever could.

Also known as express or direct consent it means that an individual should be clearly presented with an option to agree or disagree with the collection, use, or disclosure of personal information. This is what law makers in Europe expect websites to obtain before they use cookies or other storing technologies to target content or advertising to users.

Overly strict privacy laws don’t just affect online advertising however, they will also change the way we as individuals interact with content on websites. It will impact our web surfing experience. Many websites that embed content use cookies which will also be affected by this law. Google have already implemented a way of embedding YouTube video on other websites without cookies, on a new domain specifically designed for that purpose.

For other content websites changes like this may not be viable as they rely on knowing what content is shown in order to charge for its use. The IAB have developed a website that demonstrates how often cookies are used for content as well as for advertising: Cookie Demo Site. Whilst the site is demonstrating the most strict interpretation of the new laws in Europe it is important for us to understand that in a global market these changes will ultimately affect all of us.

I believe strongly that if we give consumers information and choice then we can build better advertising products that consumers trust and engage with, and that advertisers are happy to have their brands associated with. That is one reason why I am involved with the IAB, working with others in the industry, to create a self-regulatory framework in the hope that as an industry we can demonstrate to regulatory authorities that we understand the privacy concerns of consumers.

Keywords: advertising.com