Apple recently released a new ad focusing on browser privacy, specifically targeting non-Safari browsers (such as Chrome) for their lower privacy levels. The ad boldly states, "Your browsing is being monitored," and claims Safari is "the most private browser you can find." This not only represents a declaration of privacy innovation for the entire browser market but also challenges Google directly.
Back in 2018, the European Union enacted the landmark General Data Protection Regulation (GDPR), raising standards for data privacy. In September 2019, Safari led the way by launching Intelligent Tracking Prevention (ITP) 2.3, giving users the choice to accept cookies and thus putting "privacy" back into the hands of users. In contrast, Google faced a class-action lawsuit in the U.S. in 2020, accusing Chrome of tracking users’ web activity even in "incognito" mode, infringing on consumer privacy.
While these events are not necessarily connected, StatCounter's data shows that since 2020, Safari's market share has been on the rise, while Chrome's usage has declined. Although Chrome remains the leader in market share, this declining trend prompts a re-evaluation of the meaning of digital privacy.
With the "privacy" battle between the two major browser giants intensifying, user awareness of privacy continues to grow, and the absence and fragmentation of cookies has become a reality. Regardless of your stance, it's essential to move beyond cookie-based thinking and explore innovative technological solutions to fill the information gaps left by the loss of cookies, while embracing the new era of digital advertising. The question here is: If the purpose of cookies is to obtain users behavioral labels, why not skip cookies and obtain these labels directly? Some pioneering advertising technology companies have started using Data Exchange Platforms (DEPs) to assist brands in data exchange. By filling in data gaps with third-party data, DEPs can help maintain the accuracy of targeted advertising, personalized marketing, and the measurement and attribution of ad campaigns that cookies once provided. Data Exchange Platforms act as centralized hubs, supporting multiple data sources and industries, and offering data cleansing, enrichment, analysis, and insights. Various DEPs on the market excel in different functionalities. Brands can integrate existing CRM customer data, unify behavioral and profile information, and segment users into matrices for precise remarketing. Alternatively, they can unify customer, visitor, and ad data into a seamless whole, providing a comprehensive layout of brands' consumer data capabilities.