In the UK the deadline for compliance with the EU cookie law has come and gone and either you worked like crazy to get your site reconfigured to be in compliance or you decided to wait it out and see what happened. (Lots of us are still waiting).
But are you ready for the next deadline?
For those of you who have implemented a solution and collected your consumer's consent regarding cookies you may not know that there is another deadline coming on or around the 26th of June. The date by which at least 35% of third party cookies will have been deleted.
It seems like storing the cookie preference in a cookie may not be the best solution, but are their other options? Yes, Device ID.
With Device ID a website owner gets to have the value exchange discussion with a consumer just once and then to store their preference in a way that doesn't get deleted every time a consumer clears their cookies.
A recent ComScore study shows that 28% of first party and 37% of third party cookies are deleted after 1 month.
If you are storing your consumer's expressed "cookie preference" in a cookie, that means that for some 30% of your users you are going to have to go through the process of asking for their permission all over… and again in another 30 days… and again… You get the idea.
When websites speak to consumers about the data collected, how the data is used and shared we can take this opportunity to explain to the consumer the value we bring in exchange for the data we collect.
The value may be a better experience on the website where your consumer's favourite sports teams are remembered or favourite product types are used in advertising or the value may be that the consumer doesn't have to pay to access your great multi-media content because it is paid for through advertising revenue.
The point is that there must be some perceived value by the consumer in order for them to agree to allow us collect data.
Having this value exchange discussion once is good. It helps us build our relationship with our consumer and can lead to greater loyalty and trust.
However, if websites ask the consumer the same question every 30 days or every time the consumer deletes all of their cookies the consumer will eventually get tired of being asked. And even if they don't write to you and complain directly, you can bet they are thinking to themselves, "I've already told these guys it's OK to collect my data and use cookies! – Why do they keep asking me?!?"
It seems like storing the cookie preference in a cookie may not be the best solution but there are other options.
Some e-commerce sites, publishers and ad networks are looking to Device ID technology as a possible alternative.
Device ID is a new technology allowing websites to identify devices on a persistent basis meaning that even if a consumer deletes all of their cookies, clears their Flash and HTML5 local storage the Device ID can reliably be generated each time.
Once a website has a persistent Device ID then you have the opportunity to store the consumer's cookie preference and associate it with the Device itself on a persistent basis. rather than to store it in a cookie. As a website owner you get to have the value exchange discussion with a consumer just once and then to store their preference in a way that doesn't get deleted every time a consumer clears their cookies.
Using Device ID to store a consumer's cookie preference isn't only good for business, it's good for the consumer too. The consumer is assured that the business won't forget their preference, that websites won't repeatedly interrupt their browsing experience to ask permission to collect data and use cookies and the business is able to get on with the job of delivering great content to consumers without having to stop them and ask permission every time the cookie consent is deleted.
Using Device ID to store a consumer's cookie preference is only one use of this great new technology. Over the next few months I'll be writing other articles discussing how eCommerce, online publishers and ad networks are using Device ID to bring more value to their consumers, customers, advertisers and partners.
So when you are reviewing your current or future plans to implement a cookie law compliance solution make sure you are thinking about the best way to store the consumer's expressed preference: Device ID.
Troy Norcross is VP Strategy and Business Development, Europe at BlueCava and a guest blogger on Econsultancy.
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