With its announcement that Google would delay cookie deprecation in Chrome until 2024, the industry has been provided with more time to consider the cookieless future. But how should organizations use this time?
“Google’s delay is purely causing procrastination around the industry which is unfortunate. We’ve seen this time and time again for other standards and shifts, and it’s not very productive to push the ball further down the line.”
For forward-thinking and customer-centric organizations, the cookieless era is about putting the consumer first. The focus should be on how organizations can safely and effectively collaborate and future-proof these collaborations against regulatory or technology changes.
“None of the proposed identity solutions at the moment are truly taking into consideration the interests and the needs of the consumer, and any solution that’s trying to maintain the status quo without incorporating the growing focus on self-sovereign data ownership, they’re just going to be band-aids and short-term whack-a-mole type of strategy and so there’s opportunity but only if the industry embraces that a consumer is now at the table.”
Many have been asking how the industry should empower consumers to take control of their data. How can we make consumers feel more confident using tools such as lockr?
“Consumer consent is all important but the mechanisms of obtaining that consent are extremely complicated so we need to give consumers tools to clearly opt-in or opt-out of data sharing at any point. lockr is in a unique position in that it clearly requests consent as part of its SSO solution and gives consumers a way to manage that consent on a per company basis over time in their lockr dashboard. Any other consent mechanism in the market is not looking out for the best interests of the consumers but it’s actually a mechanism paid for and looking out for the business it represents. […] We are a true CMP, consent management platform, owned for and working on behalf of the consumer, and that makes a lot more sense to me.”
That’s so important because, without the consumers, there would be no business.
View the full post and podcast on Identity Architects.