Watch the Cookie Crumble
The industry is up in arms about cookies and regulations. They shouldn’t be. Cookies are a big part of the online problem and it time for cookies to go away. The problem is that we rely on cookies to “track” activity, but most of us agree that the last click/last impression attribution model that is supported by cookies is broken and inaccurate. If tracking cookies were to go away it would force the industry to find better, more holistic methods to track attribution and results. Cookies track events and events never tell the whole attribution story. Remove cookies from the equation and we will stop analyzing events and we will start looking at the whole sphere of influence that drives successful advertising campaigns.
I will post more on this subject as I flesh out my thoughts but I welcome the death of the cookie. They are a bad crutch that we need to stop using because we have “nothing else” to lean on. When cookies are gone, it will help the industry grow up.
