The next time any Internet Marketing Company asks or informs you that Cookies need to be set on your website ask them a most important question: "How will these cookies serve our website users?"
Expect to wait a very long time for any type of relevant answer.
This recent article provides an in-depth review of cookies and the problems that they create.
Crumbling Cookies Threaten SEM and Online Advertising
A recent Jupiter Research study found "as many as 39 percent of online users may be deleting cookies from their primary computer every month, undermining the usefulness of cookie-based measurement and leaving many site operators flying blind." Client data we've seen indicates the problem may not be quite as dire as all that... yet. But the trend toward blocked or deleted cookies is clearly increasing.
(It's about time that internet marketing company executives address the nagging cookie issues)
Over the last few years, spam nearly killed the e-mail marketing industry, at least as far as opt-in e-mail as a customer acquisition vehicle is concerned.
In an overall ecosystem, the cheaters who sent the spam caused mailbox clutter and consumer outrage. Users found themselves digging out from under mountains of spam.
ISPs and independent software companies stepped in to offer technology to reduce spam.
Yet no solution really works perfectly, and the e-mail marketing industry is moving too slowly. Domain authentication still isn't standard for e-mail sending. Bummer. Now, even legitimate opt-in communications from publishers and companies to their customers and subscribers are often flagged as spam or not delivered.
A lesson can be learned from e-mail's demise as a customer acquisition vehicle. Self-regulation must be early and decisive when there's preventable activity that threatens an entire industry.
A similar threat looms over the entire online advertising industry, the Web analytics business, online publishers, and even paid search. That threat is cookie blocking, cookie removal, and cookie scrubbing by consumers and businesses alike.
The proliferation of spyware and unwanted adware has resulted in a surge in popularity of spyware removal programs. Many of these also remove third-party cookies. Simultaneously, many Internet security software packages include cookie blocking, cookie removal, or cookie management features that are turned on by default. (and with good reason!)
Without third-party cookies, many marginal online marketing technologies would have to rely on alternate means to measure ad performance. The user also loses. Cookies, like an e-mail or a postal address, or a customer phone number, can be used by marketers wisely or poorly. Instead of using cookies to enhance the user experience with highly targeted advertising, some have instead focused on short-term gain.
Many Internet adverting businesses (not reputable organic search engine optimization solutions providers) worry it's too late. They think wild hysteria and paranoia fueled by spyware, privacy advocates, and media will kill the cookie as a viable way to bring users better site experiences, easy log-ins, relevant advertising, and personalization.
Who Can Save the Cookie? (ONLY SPAMMERS !!!!!!!!!!! )
Several trade associations are positioned to help save the cookie as a viable ad tracking method (if it can be saved). They have several weapons at their disposal, including:
Proactive consumer PR efforts, so consumers will understand cookies' positive effect in helping them manage their online experiences
(MANAGE OUR ONLINE EXPERIENCE ? -- USERS SEARCH OR LOCATE THE CONTENT THAT THEY NEED -- ONLY USERS MANAGE THEIR ONLINE EXPERIENCES)
and even to see more relevant advertising
(WE HARDLY NEED MORE RELEVANT ADVERTISING MESSAGES PER DAY )
Lawmaker education on the realistic levels of privacy "invasion" caused by non-personally-identifiable cookies served by first- and third-parties. Trade associations that should add cookie preservation to their agenda include, but aren't limited to:
Cookies need to go away. If you want to track performance analyze your website server logs.
Be wary of any party looking to ADD NEW COOKIES to your web pages.
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