With the application of this Romania Email Address new directive, all European web pages will have to obtain the prior consent of the users in order to proceed with the use and insertion of tracking cookies. These cookies are small pieces of information that are stored on the user’s hard drive of a web page at the request of the page’s server and that allow the monitoring of their browsing habits. The purpose of these regulations is to ensure the privacy of Internet users’ data, limiting the use by web pages of these files called cookies and modifying, as a consequence, the online advertising models as we currently know them / until now. .
Considering these changes, affilinet, the leading company in Spain in affiliate and results marketing, analyzes how the new legislation for online privacy will impact consumers and European electronic commerce, affecting both marketing in general and the online purchasing process.
In actions such as retargeting, what these cookies allow is for the user to view advertising and promotions related to searches carried out previously and for products that they have shown interest in buying but have not finally acquired for any reason; In this way, not only does the advertiser benefit by targeting an audience directly interested in their products or services, but the user also benefits by receiving proposals, offers and relevant information based on their own purchasing interests.
“The ability to target consumers with specific offers and products based on their interests is a great advantage not only for the advertiser, but also for the user who is impacted by what really interests them”, affirms Cristina Berzal, director of affilinet for Spain. “We will still have to wait to finally know what the legislation will say, however, if it is carried out, it will undoubtedly be a brake on the industry.”
Without going any further, comScore conducted a study last September in which it analyzed the performance of different digital marketing strategies for advertisers, with retargeting showing the best result