Study shows cookies slow down pages and cause data leakage
For a long time, publishers have known that too many tech vendors can cause headaches, slowing down page-load times and risking data leakage. Recent research shows just how bad it is.
Between August and November, ad tech consultancy Redbud scanned 68 of the top news and magazine sites in the U.K., Germany and France to assess the impact of third-party cookie synching — used to track people from one system to another — and other third-party trackers on publisher sites.
The study, commissioned by tech company ID5, found 81% of the sites had vendors identified as potentially causing privacy risks, either from a compliance or data-leakage perspective. It also found third-party redirects slowed sites an average of 19 seconds. Redbud also found that 58% of vendors registered with trade body the Interactive Advertising Bureau Transparency and Consent framework are not reading consent strings, which are used to ensure compliance with the General Data Protection Regulation.
“That was the most shocking stat of all,” said Adriana Tailor, head of data and insight at magazine publisher TI Media.
The report also found that 80% of sites visited had vendors dropping cookies that were not GDPR compliant. Reasons ranged from vendors simply not sharing privacy policies to not counting third-party cookies as personally identifiable data.
“Cookie matching has been a major part of the programmatic pipes that were laid down in 2008, the people who designed and built them just aren’t in the industry anymore,” said Mathieu Roche, co-founder and CEO of ID5.
“Publishers are carrying out audits and they want to clean up what’s going on,” said Chloe Grutchfield, co-founder of Redbud. “There’s a lot of willingness to take control and encourage vendors to make appropriate changes. [Publishers] are being proactive.”
Why ethical dilemmas are putting brands and their media buying in the spotlight
As the U.S. presidential inauguration comes to pass, marketers are increasingly aware that what they buy has an impact on society.
WTF is a SPAC?
An increasing number of companies, including media organizations, are turning to SPACs as a non-traditional means of taking their companies public.
‘Elevate the next generation’: As social platforms begin Black creator programs, critics say they need to do more
As social platforms launch Black creator programs, Black creators say they need to do more in support of diverse creative voices.
SponsoredThe evolution of shoppable content lies in social media streams
With the physical and social aspects of shopping stripped away due to various lockdown restrictions around the globe, shoppable social media is poised to fill the void. In a recent example, Instagram launched its Reels and Shop tab for users to connect with brands and creators — and to discover products. The social media platform will […]
‘Media responsibility is now corporate social responsibility’: Marketers reassess brand safety controls to navigate a divided America
Keyword blocklists are increasingly part of rather than the crux of brand suitability strategies.
‘Connect the dots’: Why publishers are investing in local media to round out big national stories
Publishers are sensing an opportunity and a responsibility in 2021 to invest more money and focus in reporting out national stories at a local level.