Les cookies et la pomme n’ont jamais fait bon ménage et la décision d’Apple de retreindre l’installation de cookies “first party” sur le navigateur Safari a mis l’industrie de la pub et du marketing en état de panique.
Dur réveil post Dmexco…L’angoisse du nouveau dispositif “anti tracking intelligent” prévu pour la fin du mois sur Safari 11 supprimant les cookies “first party” au bout de 30 jours, soumettant au consentement préalable de l’utilisateur l’installation de cookies et limitant à 24h la fenêtre de tir de retargeting sur cookies 3rd party (cookies tiers) a été suffisante pour que les très puissante American Association of Advertising Agencies (AAAA), l’American Advertising Federation (AAF), l’Association of National Advertisers (ANA), la Data & Marketing Association (DMA), et l’Interactive Advertising Bureau (IAB) s’emparent du sujet dans une lettre commune à Apple.
“La décision unilatérale et lourde d’Apple est mauvaise pour le choix des consommateurs et le contenu gratuit supporté par la publicité”
précisent les associations professionnelles dans la lettre au géant de Cupertino en dénonçant “un sabotage du business model de l’internet”.
Apple est désormais une porte d’entrée publicitaire pour des milliards de personnes dans le monde. Un gardien du temple inflexible…Même Google aurait payé Apple 3 milliards de dollars cet été pour demeurer l’Apps de moteur de recherche par défaut sur iOS et ne pas perdre la manne du paid search mobile….
Pour l’instant Apple n’a pas assoupli ces restrictions qui au final pénalisent plus les petits éditeurs que les Google, Apple et Facebook protégés dans leur tracking utilisateur – et l’accumulation industrielle de datas comportementales- par leurs milliards de logins utilisateurs propriétaires…
Voici une copie de la lettre des Associations Américaines :
Le 14 septembre 2017 :
An Open Letter from the Digital Advertising Community
The undersigned organizations are leading trade associations for the digital advertising and marketing industries, collectively representing thousands of companies that responsibly participate in and shape today’s digital landscape for the millions of consumers they serve.
We are deeply concerned about the Safari 11 browser update that Apple plans to release, as it overrides and replaces existing user-controlled cookie preferences with Apple’s own set of opaque and arbitrary standards for cookie handling.
Safari’s new “Intelligent Tracking Prevention” would change the rules by which cookies are set and recognized by browsers. In addition to blocking all third-party cookies (i.e. those set by a domain other than the one being visited), as the current version of Safari does, this new functionality would create a set of haphazard rules over the use of first-party cookies (i.e. those set by a domain the user has chosen to visit) that block their functionality or purge them from users’ browsers without notice or choice.
The infrastructure of the modern Internet depends on consistent and generally applicable standards for cookies, so digital companies can innovate to build content, services, and advertising that are personalized for users and remember their visits. Apple’s Safari move breaks those standards and replaces them with an amorphous set of shifting rules that will hurt the user experience and sabotage the economic model for the Internet.
Apple’s unilateral and heavy-handed approach is bad for consumer choice and bad for the ad-supported online content and services consumers love. Blocking cookies in this manner will drive a wedge between brands and their customers, and it will make advertising more generic and less timely and useful. Put simply, machine-driven cookie choices do not represent user choice; they represent browser-manufacturer choice. As organizations devoted to innovation and growth in the consumer economy, we will actively oppose any actions like this by companies that harm consumers by distorting the digital advertising ecosystem and undermining its operations.
We strongly encourage Apple to rethink its plan to impose its own cookie standards and risk disrupting the valuable digital advertising ecosystem that funds much of today’s digital content and services.
Signed,
American Association of Advertising Agencies (4A’s)
American Advertising Federation (AAF)
Association of National Advertisers (ANA)
Data & Marketing Association (DMA)
Interactive Advertising Bureau (IAB)
Network Advertising Initiative (NAI)
