Yesterday, at Google’s I/O Conference, several privacy-driven changes for the Chrome web browser were announced. These changes modify how cookies work in Chrome and will take effect in the coming months. With that in mind, as a Lotame client and valued partner, I wanted to share my thoughts on the changes and what they could mean for the data solutions we provide.
First, we applaud Google for developing privacy controls that fundamentally recognize the benefits of a free, ad-supported Internet. According to research by Morning Consult, nearly 70% of US consumers acknowledge that they are not willing to pay more for a service without ads. With yesterday’s announcements, Google will allow users to more easily identify different types of cookies, giving them the option of clearing those they don’t find necessary. Whereas Safari and Firefox have used a hatchet where you need a scalpel, Google’s approach is industry-friendly. They are not, for example, attempting to block third-party cookies by default in Chrome. They are simply giving users the ability to make more informed choices about how their data is used.
With these changes, and as our industry continues to deliberate how browsers collect, pass, store, and use consumer information, I want you to know that Lotame, as your partner, is abreast of the developments and driving innovative and reliable solutions. We are currently launching enhanced functionality to address the pending updates from Google and others. With our 13-year pedigree, we have unique expertise in the evolution of the Internet and the ever-shifting data privacy conversation. In fact, we are built for it.
Our unstacked identity means we are solely focused on helping your data thrive amid these changes. We have built an extremely flexible product suite that is uniquely positioned to satisfy the needs of the marketplace as Google, Apple and others move the goalposts by inches or yards.
I want to assure you that Lotame will continue to dedicate ourselves to leveraging our talent, technologies and partnerships to help you power your businesses with privacy-compliant data solutions. We intend to make sure you know that you have chosen a partner who will do everything to overcommunicate and address market changes as we enter a new era of how consumer data is utilized, shared, and monetized.
For more information, please reach out to info@lotame.com
by Andy Monfried, Lotame Founder & CEO