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// TECH TRENDS // over their personal data . Nevertheless , online advertising will not completely vanish . Without cookies to track user behaviour and preferences , advertisements displayed may be less relevant to users , leading to a higher volume of generic or irrelevant ads . There may be a shift towards more privacy-centric advertising that relies on zero and first party data for personalisation . Unfortunately , it also does not mean tracking stops . Alternative technical solutions exist , and they will be used to gain insight into consumers .
If you have been relying on cookies to fill in passwords for you , it may be time to enlist the help of a password manager to avoid becoming vulnerable to a cybersecurity attack .
You also still need to be careful about clicking on online or pop-up ads . Rather , go to the vendor site directly if you are interested in buying something . It is also a good idea to get good antivirus software installed on all your devices and make sure it updates regularly .
What does this mean for businesses ?
Businesses and website owners rely on cookies for tracking visitor data and analysing user behaviour . Without this data , it may be harder for them to improve their services or tailor their content effectively .
If the South African digital advertising market , currently valued at more than R14,5 billion , is expected to grow , companies will also need to shift their approach . They will need to prioritise transparency , user control and collecting minimum amounts of data while still enabling effective advertising . One way companies can do this is by focusing on first party data for advertising , such as their customers ’ subscription data , CRM data and purchase data .
By focusing on personalised experiences using first party data , companies will explore new ways to reach and engage with audiences in a way that respects their privacy . Keeping up with the latest updates on the adoption of privacy-friendly advertising technologies will be essential for South African businesses to remain competitive in the digital landscape . �
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THE GOOD NEWS FOR CHROME USERS IS THAT THIS CHANGE WILL REDUCE THE VOLUME OF PERSONALISED ADS THEY GET AND GIVE THEM GREATER CONTROL OVER THEIR PERSONAL DATA .
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