even bigger test to businesses than GDPR . It's a regulation that will create a likely deficit in the customer information they collect even post-GDPR.
Current cookie banner notifications, where websites inform users of cookie collection, will make way for cookie request pop-ups that deny cookie collection until a user has opted in or out of different types of cookie collection. Such a pop-up is
expected to cause a drop in web traffic as high as 40 per cent. The good news is that it will only appear should the user not have already set their cookie preferences at browser level.
The outcome for businesses whose marketing and advertising lies predominantly online is the inevitable reduction in their ability to track, re-target and optimise experiences for their visitors.
For any business with a website and dependent on cookies, the new regulations put them at severe risk of losing this vital source of consumer data . As a result, businesses must find a practical, effective and legal alternative to alleviate the
burden on the shoulders of all teams involved and to offset any drastic shortfall in this crucial data.
Putting the power in the hands of consumers when it comes to setting browser-level cookie permissions will limit a business's ability to extensively track the actions users take on company websites and progress targeted cookie-based advertising.
Millions of internet users will have the option to withdraw their dataset from the view of businesses, one of the biggest threats ePrivacy poses.