Apparently and according to recent news, the future of retargeting, seems uncertain for several sector movements.
For those not familiar with the retargeting is an online marketing technology to serve advertising rotating segmented based on their behavior in user navigation.
It does serve as third-party cookies, which are not normal cookies that creates a web in our system to identify when we entered it. But is that the same site in which we entered, in our system creates to third party websites as advertising platforms, to associate our cookie full profile your site navigation is about us, so knowing what sites we visit and extrapolating hence our interestto offer us advertising that best fits our profile navigation and increase conversion and profitability.
But is that for a couple of weeks, Firefox, one of the two most widespread browsers globally, competing in popularity with Chrome for leadership, and which by the way I use, announced that its version number 22 (current is 19), by default block third-party cookies and allow users to take control of the cookies that admits. This decision has been protested greatly about this Mike Zaneis of the IAB, calling it “nuclear first strike against ad industry.”
But if we take a little perspective, we can see that Safari, default Apple browser on Mac, is blocking cookies for years, and this does nothing but add significantly to this cause. Furthermore, legislation will also lately in this way to protect users by requiring clearly inform users their use and requesting explicit acceptance. So you may see in not too long as it is required to take these measures to another leader is missing, as is the case of Chrome, Google’s still certainly will strive to maintain.
But in case of reaching that point, I see a clear winner in this whole equation, and is Facebook with its new advertising outside of Facebook, FBX (Facebook AdExchange), since it requires no third party, no need to be associated with advertising systems see our navigation, because its widgets “Like” and others, are spread throughout the Internet, and already perform this task profile generation navigation of all of us, the difference is that no need of others, but are themselves which generate their own cookie.
An interesting issue that comes at the moment of privacy legislation compete for who wins the battle with advertising profitability, we will see how it looks.