The rise of privacy friendly software
Was it DuckDuckGo with their privacy policies to not collect or share data, that started the fire? Probably there were others before, but nowadays the league of privacy-conscious software solutions is growing every day. For sure DuckDuckGo paved the way, like the journalist of The Privacy Project at the New York times did, when they wrote their articles about gigantic available datasets that you could and can buy on the data market. The insights you can get by combining data points, is so detailed you can easily link so called anonymous data with real people. And of course there is GDPR, the upcoming EPrivacy Regulation, the pressure by browsers like Chrome to ban (3rd) party cookies and many other things. The mindset is shifting and that is a good thing. With the shift we also see that the business model for the privacy friendly software providers is getting more mature.
The unfair advantage of being cookieless
People realise more and more that a free software solution is not really free. If you don’t have to pay for the product, you are often the product. Your data is valuable and is sold. If you can’t sell data and use it as a revenue stream, you need to rely on license fees, donations, or similar things. This used to be a competitive disadvantage – a perception of free against a paying model. But this mindset is changing. Today, a cookieless software solution that is not collecting or using personal data has a competitive advantage especially around 3 area’s.
· With cookies disappearing, cookieless software is a future proof solution
· The implementation time is shorter because you don’t need to go through difficult GDPR and DPA processes
· Marketeers start to realise that they can use a lot of marketing tools and insights without collecting all the data.
Some people are hesitating to use cookieless software, because they think such a solution has less capabilities or other issues. While it’s of course not 100% the same, the added value of not using cookies is often higher than the challenges of using cookies. Let’s give it a try we would say?