Meanwhile, the marketers are quite beside themselves over it, naturally. Over at Advertising Age, one Shaina Boone, VP of Marketing Science at Canadian ad agency chain Critical Mass, foresees doom ahead — and for the commoners! Boone’s view:
What’s at stake when all cookies in Europe must be opt-in? Poor brand experiences online, even-more-terrible customer experiences, hobbled e-commerce, and the ruin of digital advertising and marketing as we know it.
The law, as it stands, does not consider its impact on the industry. Forcing these requirements on marketers will lead to huge erosion in the quality of web experiences for consumers — the very constituents it hopes to protect.
When customers opt out of sharing their data, they take away our ability to improve products and services. This law will result in websites becoming, well, dumb again.
The chutzpah, delusion, and sheer demagogy of this diagnosis are obviously epic in scale. The basic claims being made — that what’s best for capitalists is best for media and product users, that wall-to-wall commercialism leads to better media experiences, that marketing is about improving products — are as flimsy as they are typical. TCT almost feels sorry for Ms. Boone. True believerdom is no way to go through life, Shaina.
Meanwhile, huzzah and good health to the new cookie-smash law! Occupy, are you watching?