Any resemblance between what the Netscape web browser had in mind when they invented cookies to get information between HTTP sessions and the pain they cause each time a webpage is visited is surely just a coincidence. The good news is that at the end of the tunnel there may be light and cookies as we know them may finally be history.
Apple and Tim Cook’s ongoing offensive to defend privacy as a fundamental right is paying off. If anyone has demonstrated leadership skills, it is Apple, and on this point they are also very keen to be copied: more and more browsers incorporated cookie control until Google finally decided, with some reservations, Join in causing and announcing changes in the next version of Chrome to bring rampant third-party cookies under control – there have been sites where the number of cookies and trackers generated upon access was just insane – and developing new systems to improve user privacy in the digital advertising environment. After standing up to pressure from advertisers, the company announced it would stop using browsing history data to manage advertisements and be ready to work on developing a “privacy-first web”, starting with the promise of no alternatives Developing tracking tools too now eliminates it.
This leaves Facebook in the uncomfortable situation (surprise, surprise) of being the bad guy. Mark Zuckerberg’s company continues to defend its near-unlimited use of privacy and targeted advertising for its users. Additionally, it believes it can convince us that we want personalized ads. The duel with Apple has become personal. Facebook claims it is supposedly defending small and medium-sized businesses against a big bad Apple that wants to block access to users.
In practice, Facebook’s model only makes sense for marketing managers who believe it represents the best sniper they’ve ever had and who are victims of Stockholm Syndrome, which causes them to pay more and more money to the company , inflicting traffic on themselves and relevance like a junkie who injects heroin while convincing themselves that they are great professionals thanks to the use of irrelevant and false indicators.
The data industry, with its giant dish of parasites feeding on a company that in reality has never proven its true differential value, is beginning to crumble in what could be defined as the end of an era on the internet. Perhaps a few months ago John Gruber gave the best definition of the situation on his website:
“Just because there is now a multi-billion dollar industry based on the evil betrayal of our privacy doesn’t mean the sociopaths who built it have any right to get on with it.”
The earlier the cycle of lies and stupidity that resulted in us having to state on every page we visit that we do not want our browsing data to be sold to more than 50 or 60 partners who then take us across the web pursue seems to be coming to an end. Let’s hope the web of the future makes a little more sense.