What’s the problem?From the many tracking technologies available, the third-party cookie is the most commonly used. Adtech platforms use it to effectively infer and run analytic solutions, marketing platforms and social media integrations. The types of personal data that third-party cookies harvest could range from individual IP addresses, sensitive search and browser history, specific details about devices, to private information about health, sexuality, family, political convictions, religious beliefs and much more.
In essence, the cookie is used by the AdTech industry at scale for mass data harvesting, profiling and real-time bidding around data analytics. The problem here is not just about the personal data collected or the sensitive nature of this data, but it’s about how the data is used and the wealth of information on a person that can be gathered and misused. With platforms such as Safari & Firefox already killing the use of the third-party cookie, the debate and concern today is of privacy, the compromised reputation of the industry at large and the need for a governed or structured approach to Data Intelligence.
Given the Deprecation of 3rd party data, the digital ecosystem needs to start utilizing First-Party Data from every marketing purpose. Datahash to help clients use First-Party data safely, wisely and easily to ensure great marketing efficiency. Datahash works towards a more compliant, structured method to data gathering – making data available to its clients but in a cookieless way.