With user privacy increasingly protected through legislation, it is now up to browsers to protect users.
Google Chrome
In 2018, Google released a version of its browser with a built-in ad blocker. The ad filter was not created to remove all ads from a website, after all, it would be quite a paradox for a company that makes a living from them to cut off its main source of revenue. Blocking applies to all ads that violate the Coalition for Better Ads standards. Full-screen ads, ads that automatically play videos or sounds, and flashing images are some of the types of ads that will be filtered.
Apple Safari
Many advertisers save cookies in the browser to create a “fingerprint” and track users. These cookies are often used to identify returning users, send ads, or even identify users’ demographic profiles—the possibilities are endless. Recently, the Safari browser made this more difficult with a feature called Intelligent Tracking Prevention. The feature prevents social media sites from tracking you on other websites without your permission (cookie pool).
What is the impact on e-commerce?
The world’s leading online stores have already begun adapting and now allow users to control the information stored about them. Many email marketing systems only allow an email address to be registered through double opt-in. Many users are already browsing with script and ad blockers or using incognito mode. The big problem is that users did not decide when and how they wanted to be tracked or contacted, but that does not mean no users are willing to do so.
Many users choose to receive information by email; in some cases, depending on the message, an email form’s click-through rate (CTR) can reach 15%. Others choose to receive browser notifications, with a CTR of up to 5%. Or they agree to share their data to improve their shopping experience.
To minimize the impact of blocking, the alternative is transparency. Offer benefits in exchange for the ability to communicate with the customer, such as early access to new releases, discounts, or relevant information. There will always be communication channels, but the online pursuit of remarketing ads and tracked emails is numbered.
