Apple is making a big push for user privacy and against its big (indirect) tech competitors. It has started with Facebook.
The latest iOS14 update will allow users to choose what data to share with apps. This has drawn the ire of Facebook because it could affect the profitability of its ads: https://www.facebook.com/business/news/ios-14-apple-privacy-update-impacts-small-business-ads
This is only the beginning!
Users don’t want to be measured, they don’t want to be “remarketed”, they don’t want to be profiled. Do you? Do you want your children, your nieces and nephews to be profiled? This is precisely why I share with you that this is only the beginning.
It is not a question of whether cookies are going to die or not, it is a question of privacy.
Cookies acceptance statistics
In the following image you can see that 75% of users accept cookies. Although it is approximate since it is estimated that 30% of the population has an adblocker installed, we base this on interviews and information from customers who have shared with us average percentages: users who do not accept cookies range from 20% to 30%.
On the other hand, every month the percentage of users who do not accept cookies increases and we also find extreme cases of digital businesses where 80% do NOT accept cookies, unbelievable!