The recommendation ” cookies and other trackers Of the CNIL came into force on April 1. In many ways, and particularly because its application will strengthen Google’s position, if it were needed, we could have wished it was a simple canoe.
As the INSIGHT NPA file of April 8, 2021 notes, many Internet users will have the impression of having been deceived about the goods: they often believe that by “refusing all cookies”, they refuse advertising … And instead. In the absence of relevant targeting data, they are likely to « receive advertisements far removed from their interests and profile – cat food or baby diapers for those who do not have children or pets », Warns the director general of SRI Hélène Chartier. The risk then is that they become radicalized by resorting to an ad-blocker, as nearly one in three French Internet users has already done, and are thus part of a trajectory of value destruction.
The risk will be all the greater for content publishers as the tightening of the conditions for obtaining consent will allow a new player to join the – already quite complex – chain of digital advertising management and, of course, to take its share of the turnover generated: consent management platform (CMP) or “consent management platforms” whose market has been developing for two years … without the latter ultimately allowing the publisher to exempt himself from his legal liability.
And because it is now well known that the Chinese ideogram 危机 is synonymous with opportunity as much as crisis, Google could, paradoxically, be the main beneficiary of this development. Face side – the ” don’t be evil »Of the group’s mantra -, the deletion of third-party cookies is presented as a strengthening of the protection of private data; On the stack side, the cohort system, and its FLEDGE and FLoC components that it has started testing, will further strengthen its central position and its ability to capture all or part of the investment flows. And we can doubt that the pressure from the regulators is sufficient to change this trajectory: the fine of 100 M € pronounced by the CNIL against Google in December 2020 represents barely 3.5% of the group’s profits in 2019. ..
We are finally tempted to paraphrase Claude Lelouch in 1993: All that … for that?
Let us also dare to say that the question of the collection of personal data seems to us badly posed, because it focuses on the conditions of collection rather than on the purpose.
That poorly calibrated navigation data and a retargeting tool lead to being exposed, much more than common sense, to messages from the same category of advertisers, is annoying, even exasperating. But we remain there in a relatively superficial sphere, unrelated to the consequences that could have, for example, the commercial use of medical data.
And, to end with a paradox, it is striking to see the demand for restriction in access to data from surf on the Internet (therefore indicating the Internet user’s centers of interest), on the one hand, improving the performance of the recommendation tools of video-on-demand platforms, and on the other (therefore operating from the list of programs viewed).