In an article for iMediaConnection, Keith Fagan writes that while consumers deserve to have their privacy respected, the third-party cookie might still be relevant. While it’s not perfect, many medium- and small-sized publications make a living by delivering targeted ads—enabled by the cookie. It’s such revenue-generation that allows the Internet to still appear “free” to consumers. While the idea of a universal single unique identifier has been introduced as an alternative to the cookie, it would limit the choice of partners with whom publishers could work, he notes. Until a better solution is found, he writes, “let’s celebrate the third-party cookie for what it has done to help democratize the web.”
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