Cookieless Future Guide - the future of advertising without cookies

The impending “cookieocalypse” is approaching. The Telecommunications Telemedia Data Protection Act (TTDSG) marks the end of the cookie era. But does this development mean the end for classic performance marketing? No! However, new ways of measuring campaign performance must be found.

 What do you need cookies for?

For example, companies can use cookie tracking to find out how many visitors have been to their website or how they move around the site. The whole thing works via a kind of virtual sticker that is attached to internet users and can be used to track them. The “sticker” is a short text file with an ID that is stored on the website visitor's device (= cookie). The cookie enables the user to be recognized for the duration of their stay on the website, when they return or on other websites. However, the prerequisite for this is that the cookie is not deleted.

 How the consent requirement is killing your conversions

Cookieless tracking offers a data protection and user-friendly solution and is, as the name suggests, tracking without cookies and with cookieless web analytics, in which the use of cookies is dispensed with. This eliminates the need for consent. Here, the use of the right technology and compliance with existing laws to protect user privacy is crucial for legally compliant tracking.

One of the best-known companies offering cookie-less tracking is Hamburg-based etracker GmbH. The etracker solution has already been awarded the ePrivacyseal, which means that it meets the highest standards of data protection.

The data is stored here exclusively on German servers, no claim is made to the data, the data is not made available to third parties and is not used for our own purposes, which means that consent is not required. Data loss due to lack of consent is therefore ruled out. The system also enables precise real-time analyses and is based on the use of pseudonymized data. It does not store or access information that is already stored on a user's device. Anyone using Google Ads or Microsoft Ads can benefit from a further advantage: the ad conversions recorded with etracker can be uploaded here particularly easily and automatically. Google Ads can therefore be managed completely from there.

However, if visitor recognition is to be optimized, etracker offers a function that can be used to easily activate cookies.

Evernine has been an etracker Solution Partner since January 2023. If you have any questions, please feel free to contact our campaign team at any time.

 Conclusion

The future belongs to cookie-less tracking, because it has many advantages. When it comes to measuring user numbers or understanding user behavior, the statistical evaluation should be completely sufficient, which means you can also spare your users the annoying cookie consent banner. This also gives you comprehensive data about the site visitors and not just the part that has agreed to the cookies. 

Online marketers gain enormous independence through the use of cookieless tracking. They can protect themselves from legal sanctions and also secure their database, which is crucial for the success of the campaigns.

If you also want to play it safe and track your next campaign cookieless, please contact us and we will find the right solution for you.