Pssst... Hey... Cookies are going away. Pass it on...
OK, so maybe this has been the longest goodbye since BREXIT. But now, given the announcement by Google that Cookies will be made obsolete on the Chrome browser within two years, we've finally got some punctuation. The "sell-by" date on cookies has been made plain.
There are thousands in our business - with much bigger tech chops than mine - who can debate and discuss the technical minutiae and micro-implications for the winners and losers. My purpose here is not to debate those questions, but rather to try and influence the next set of technology decisions.
Most sellers end their meetings right before things get good. Prime information and qualification don't happen until a closing question gets asked. In a short, time-efficient workshop, Upstream Group can walk your team through the process and role-play the very-real-life scenarios they face in the market. Reach out today. The consult is free.
The Cookie was invented on the fly for a rather innocuous purpose. The dumb old web servers of yore had no way of distinguishing one server request from the last or the next. Without each browser having this "sense of state" the server could not tell whether it was ten separate users or the same user doing ten things. Without something like the Cookie, online commerce and other everyday functionality were largely impossible.
But then something very predictable happened. Either ignorant or unconcerned about the potential for misuse, the tech community hugged the flag of libertarianism and disavowed any moral ownership for what they had built and continued to build upon. Did anyone ever step up and ask, Hey... is this really OK? We had essentially created a surveillance technology that covertly monitored and recorded the online travels and behaviors of a few billion people. But no, nobody ever asked that question.
I know that, in light of Facebook officially sanctioning lies by political candidates, a pair of shoes following you around the web may not seem like much. But it was the same civic blindness and moral ambiguity that drove both decisions... and will drive many more in the future. Is there a place in the boardrooms and billion-dollar campuses for moral and ethical questions? Who will raise the values on which our best decisions will be made or call out the social and ethical implications of shortsightedness?
Just because we can does not necessarily mean we should.
At our next Seller Forum gathering we'll be discussing the specific implications for publishers; how they can pursue richer, more truth-based businesses in the post-Cookie era. I believe there's a very real possibility that this is another step in a march toward authenticity, first-party relationships and the value of the publisher/reader/programmer/viewer relationships.
I also believe that we too quickly forget our bad decisions and the bad decision-making that generated them. I hope there will be someone in the room to advocate for privacy and honesty. I hope someone is there to ask the hard questions.
If you're a qualified sales leader and might like to attend Seller Forum on Wednesday March 18th in New York, reach out now for your invitation.
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