What is Cookie?
A cookie is data that a website provider temporarily writes and stores on the device of a visiting user. Cookie data includes user identification, attributes, site visit date and time, etc.
In Internet advertising, it is possible to identify users by receiving cookies from multiple websites, and record and track that user’s browsing history and behavior history. By using this technology, it is possible to determine whether or not the advertisements placed are effective.
Cookies that are issued by another
domain
than the site visited by the user are called third-party cookies. Third-party cookies that remember your site browsing history allow us to display ads that are relevant to you.
However, since the behavior history on the web is collected without the user’s knowledge, there is a growing movement to regulate it from the perspective of privacy issues.
Cookie regulation accelerates
Cookies are a mechanism that makes browsing websites more comfortable if used correctly, but with the cabinet approval of the revised Personal Information Protection Act in March 2020, a movement to review this has begun. The revised Act on the Protection of Personal Information includes stricter handling of personal information on web pages, and this is where the movement to regulate cookies is accelerating.
Movements to protect personal information, such as cookie regulations, are not limited to Japan. The protection of personal information is strict around the world, such as the “CCPA (California Consumer Privacy Act)” that went into effect in the United States in 2020 and the “GDPR (General Data Protection Regulation)” that went into effect in Europe in 2018. It’s starting to become a thing.
In response to the wave of cookie regulations, Google is developing an effective technology to replace third-party cookies while ensuring user privacy. Google has announced that its privacy sandbox technology for interest-based advertising, FLoC, has shown to be nearly as effective as cookie-based approaches.
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