For more than a quarter of a century, online advertising has based its profiling and measurement of advertising campaigns on the use of cookies. The information they contain allows, on the one hand, Internet websites to personalise their content according to the user's interests and, on the other hand, advertisers to target ads according to these interests. However, cookies pose an important privacy risk to users because of the way their data are used. For this reason, the major players are aiming to adopt a more privacy-conscious approach, pushing online advertisers to address the elimination of third-party cookies. Currently, on Safari and Firefox, the default privacy level setting already includes the blocking of third-party cookies. By contrast, Google Chrome is going to disable them from 2023 with the implementation of the Privacy Sandbox. Eliminating these trackers means that companies will no longer be able to rely on essential information and that, in general, alternative solutions for consumer profiling will have to be introduced in marketing, communication and digital media, which are such as to produce similar results (in terms of measurements, statistics, tracking) to those obtained through cookies. Specifically, three macro-categories of solutions have been identified that allow companies to plan with data-driven logic even in cookieless environments: identity solutions, which work on the process of identifying and tracking the user from customer interactions; contextual solutions, which work on the relevance of the environment in which the advertisement is placed; and Artificial Intelligence-based solutions.
Per oltre un quarto di secolo l’Online Advertising ha basato le proprie attività di profilazione e misurazione delle campagne pubblicitarie sull’utilizzo dei cookie. Le informazioni che essi contengono permettono, da un lato, ai siti Internet di personalizzare i propri contenuti in base agli interessi dell'utente e, dall'altro, agli advertiser di veicolare annunci targettizzati in funzione di tali interessi. I cookie rappresentano però un importante rischio per la privacy degli utenti per il modo in cui i loro dati vengono utilizzati. Per tale motivo i principali player puntano ad adottare un approccio più attento alla privacy, spingendo chi si occupa di pubblicità online a far fronte all’eliminazione dei cookie di terze parti. Ad oggi, su Safari e su Firefox l’impostazione di default del livello di privacy prevede già il blocco dei cookie di terza parte. Invece Google Chrome si accinge a disabilitarli dal 2023 con l’applicazione della Privacy Sandbox. Eliminare questi tracker significa che le aziende non potranno più fare affidamento su informazioni finora essenziali e che, in generale, in ambito marketing, comunicazione e digital media dovranno essere introdotte soluzioni alternative per la profilazione dei consumatori, che siano tali da garantire risultati simili (in termini di misurazioni, statistiche, monitoraggio) a quelli ottenuti tramite i cookie. Nello specifico, sono state identificate tre macro-categorie di soluzioni che permettono alle aziende di pianificare con logiche di data-driven anche in ambienti cookieless: le soluzioni di identità, che lavorano sul processo di identificazione e tracciamento dell’utente provenienti dalle interazioni dei clienti; le soluzioni contestuali, che lavorano sulla pertinenza dell’ambiente in cui l’annuncio pubblicitario è inserito; e le soluzioni basate sull’Intelligenza Artificiale.
I cookies e il futuro dell'Online Advertising
PILETTI, CLAUDIA
2021/2022
Abstract
For more than a quarter of a century, online advertising has based its profiling and measurement of advertising campaigns on the use of cookies. The information they contain allows, on the one hand, Internet websites to personalise their content according to the user's interests and, on the other hand, advertisers to target ads according to these interests. However, cookies pose an important privacy risk to users because of the way their data are used. For this reason, the major players are aiming to adopt a more privacy-conscious approach, pushing online advertisers to address the elimination of third-party cookies. Currently, on Safari and Firefox, the default privacy level setting already includes the blocking of third-party cookies. By contrast, Google Chrome is going to disable them from 2023 with the implementation of the Privacy Sandbox. Eliminating these trackers means that companies will no longer be able to rely on essential information and that, in general, alternative solutions for consumer profiling will have to be introduced in marketing, communication and digital media, which are such as to produce similar results (in terms of measurements, statistics, tracking) to those obtained through cookies. Specifically, three macro-categories of solutions have been identified that allow companies to plan with data-driven logic even in cookieless environments: identity solutions, which work on the process of identifying and tracking the user from customer interactions; contextual solutions, which work on the relevance of the environment in which the advertisement is placed; and Artificial Intelligence-based solutions.È consentito all'utente scaricare e condividere i documenti disponibili a testo pieno in UNITESI UNIPV nel rispetto della licenza Creative Commons del tipo CC BY NC ND.
Per maggiori informazioni e per verifiche sull'eventuale disponibilità del file scrivere a: unitesi@unipv.it.
https://hdl.handle.net/20.500.14239/2266