The end of the cookie age: Why companies rely on server-side tracking – Image: Xpert.Digital
From Cookies to Server-Side: New Paths in Digital Marketing
The End of Cookies: The Answer to Modern Data Protection Demands
In the digital world, tracking user data has established itself as one of the most important methods for improving marketing strategies and personalizing content. Cookies, small text files stored in a user's browser, have long been the method of choice for collecting information about Internet users' behavior. But times are changing, and the cookie age seems to be coming to an end. Companies are increasingly turning to server-side tracking to meet the challenges of modern data protection requirements while developing effective marketing strategies.
The challenges of cookie use
Cookies were originally developed to help website operators recognize users and store their preferences. They made it possible to create personalized experiences and deliver targeted advertising. However, cookies have come under increasing criticism in recent years. Privacy concerns have led to the introduction of regulations such as the General Data Protection Regulation (GDPR) in the EU and the California Consumer Privacy Act (CCPA) in the US. These laws require companies to obtain user consent before they can use cookies.
In addition, major browser providers such as Google and Apple have taken steps to limit or completely block the use of third-party cookies. Google Chrome, for example, plans to completely eliminate third-party cookies by 2024. These developments have forced companies to look for alternative methods of data collection.
What is server-side tracking?
Server-side tracking is a method of data collection in which data processing no longer takes place in the user's browser, but on the company's servers. Instead of storing information in the browser through cookies, the data is sent directly to a server where it can be processed and stored.
This method offers several advantages:
data protection
Since the data is no longer stored in the user's browser, it is less susceptible to manipulation or unwanted access by third parties.
accuracy
Server-side tracking can provide more accurate data because it is less vulnerable to ad blockers or other technologies that can interfere with client-side tracking.
flexibility
Companies have more control over what data is collected and how it is used. This allows for better alignment with legal requirements and company policies.
The advantages of server-side tracking
A key benefit of server-side tracking is improved control over the data collected. Companies can ensure that only relevant information is collected and that it is processed in accordance with data protection regulations. This is particularly important at a time when consumers are becoming increasingly sensitive to the protection of their personal data.
Additionally, server-side tracking provides greater reliability in data collection. Since the data is sent directly to the server, it is less susceptible to leakage due to ad blockers or other browser-based restrictions. This leads to a more accurate analysis of user behavior and allows companies to make more informed decisions.
Another advantage is the ability to integrate with other systems and platforms. Server-side tracking can be seamlessly integrated into existing IT infrastructures, providing a more comprehensive view of customer interactions across different channels.
Challenges when switching to server-side tracking
Despite the numerous benefits, switching to server-side tracking also comes with challenges. One of the biggest hurdles is the technical complexity of implementation. Companies need to invest in new technologies and adapt their IT infrastructure to effectively use server-side tracking.
In addition, server-side tracking requires a high level of expertise in the area of data protection and data security. Companies must ensure that they meet all legal requirements and that the data collected is stored and processed securely.
Another aspect is the need for clear communication with users. With many consumers wary of new technologies, companies need to be transparent about their data collection practices and gain the trust of their customers.
The future of tracking
Given the increasing importance of data protection and technological developments, it is likely that server-side tracking will continue to grow in importance. Companies must adapt and develop innovative solutions to remain competitive.
In the future, we may see increased use of technologies such as artificial intelligence (AI) to better understand user behavior and create personalized experiences. AI can help identify patterns in user behavior and make predictions about future interactions.
In addition, new standards for data protection could be developed that offer a balanced approach between companies' needs for data analysis and the protection of user privacy.
Game changer in digital marketing and data collection
The end of the cookie era marks a turning point in digital marketing and data collection. While cookies have long been a key tool for tracking user behavior online, new privacy laws and technological developments are forcing companies to consider alternative methods such as server-side tracking.
Server-side tracking offers numerous advantages in terms of data protection, accuracy and flexibility. Still, companies must overcome technical challenges and ensure they communicate transparently with their users.
In a world where privacy is becoming increasingly important, server-side tracking will likely play a key role in developing new marketing strategies and creating personalized customer experiences. Companies must be prepared to adapt and adopt innovative approaches to succeed in this rapidly changing environment.
Suitable for:
Large platforms already use server-side solutions
Switching to server-side tracking
Some well-known companies have already switched to server-side tracking to meet the challenges of modern data protection requirements and improve data quality. Major platforms like Facebook, Pinterest and TikTok use server-side solutions, such as Facebook's Conversion API, to protect their advertising revenue and deliver better results for businesses.
Background: Reasons for the trend towards server-side tracking
This change is part of a larger trend in which more and more companies are turning to server-side tracking. This is done primarily to address the data loss caused by the decline in cookie tracking and the rise of ad blockers and browser-based privacy measures. The advantages of server-side tracking lie in better control over the collected data and the ability to transmit it more securely. This enables more precise capture of the customer journey and informed business decisions.
Challenges and perspectives: Technical requirements and future prospects
In addition to the major platforms, there are many companies transitioning to server-side tracking, particularly with the introduction of Google Analytics 4. However, this transition requires technical expertise and resources to set up and maintain server infrastructure. Despite these challenges, there is a clear trend towards server-side solutions as they offer higher data quality and improved data protection.
Pioneers of server-side tracking: JENTIS' influence and innovation
In the area of server-side tracking, there are several companies that are considered pioneers and have made a significant contribution to the development and spread of this technology. An outstanding example is JENTIS, a company that specialized in server-side tracking early on. JENTIS offers a comprehensive data capture platform that enables companies to implement their tracking measures entirely on the server side. This platform is known for its high data quality and data protection compliance, as it does not require third-party cookies and instead relies on first-party data.
JENTIS as a leading provider
JENTIS has established itself as a leader in helping companies overcome the challenges posed by ad blockers and browser-based tracking prevention. The platform enables precise collection of user data while providing complete control over data processing. This makes them a preferred choice for companies that need to operate in an increasingly privacy-conscious environment.
Integration with Google Analytics 4
Another example of a company active in the area of server-side tracking is the JENTIS Data Capture Platform, which was developed specifically for the use of Google Analytics 4. This solution makes it possible to operate Google Analytics entirely on the server side, which is currently unique on the market.
Importance of innovation in digital marketing
This pioneering work by JENTIS shows how important it is to develop innovative solutions to meet the current challenges in digital marketing. The ability to collect and analyze data reliably and in compliance with data protection regulations is becoming increasingly important for companies in order to remain competitive and be able to make informed business decisions.