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In 2024, data protection is being taken more seriously than ever before, and as you would imagine, this is set to have some knock-on effects for businesses across the land.
Below, we are going to take a look at some of the biggest ways data protection will change businesses this year and beyond.
No More “Accept Cookies” Issues
First off, the UK government decided to give those annoying “Accept Cookies” banners the boot. In an attempt to declutter the digital space, they’ve moved the cookie settings to the browser level. Yes, you read that right. Instead of playing whack-a-mole with consent boxes on every site, it is not possible for consumers to set their preferences once and for all in their browsers. This means users can say goodbye to the digital equivalent of door-to-door salesmen and hello to a sleeker, less interrupted web experience.
The Sweet Spot for Analytics
For marketers, this change is like finding a golden ticket in your chocolate bar. The reform potentially categorises analytics cookies as ‘strictly necessary’, meaning you can track website engagement without needing explicit consent. This could lead to a surge in analytics cookie usage, giving businesses a clearer view of how users interact with their sites. However, it’s not all sunshine and rainbows. With the shift towards browser-level settings, the accuracy and granularity of data might take a hit if users collectively decide they’re not in the mood to be tracked.
Consent Management Platforms (CMPs) Get a Makeover
With the new law, CMPs might need a facelift. They’ll have to evolve from being the internet’s bouncers, deciding who gets in and who doesn’t, to becoming more like savvy party planners who ensure everyone’s preferences are catered to. This means developing a more nuanced approach to managing user consent, one that aligns with the updated legislation while still keeping data collection on the dance floor.
The Rise of the Machines (Well, Modelling)
As direct tracking becomes trickier, businesses may need to lean more on user behaviour modelling. This is the art (or science, depending on who you ask) of predicting how users interact with a website based on the data you can collect. It’s like using the Force to sense the user’s journey, except you’re relying on algorithms instead of midi-chlorians. This shift could see businesses getting cosy with modelling techniques to maintain their insights into customer behaviour.
Prepping for the Cookie-less Future
So, how do you prepare for this brave new world? For starters, transparency is key. With changes on the horizon, such as the new cookie law, being clear about how and why you process user data is crucial. Next up, revamping your consent management practices to align with the new norms will ensure you’re not left behind. And let’s not forget about exploring alternative technologies. Server-side tracking, cookie-less analytics, and other innovative tools are like the new instruments in an evolving symphony of data collection.
Legislation to Watch
It’s also a good idea for businesses to keep an eye on the UK GDPR, the legitimate interest clause, and of course, the Data Protection and Digital Information Bill itself. These are the headliners in the ongoing saga of data protection in the UK. And for those who feel like they’re watching a soap opera unfold, remember, staying informed is your best defence against the drama.
Data protection is always changing and improving as we learn more, so as a business, it is important that you keep abreast of the latest, but actually, it’s not as difficult as you might think with all of the available guidelines, and greater data protection for all can only be a positive as we move through 2024.
