Re: Cookies aren’t evil, but marketing companies certainly are
I’m not sure why you would think that I’m paranoid. In my current role I could be doing all this stuff now. It happens and it happens today. I’m not talking about the future, this is now.
I frequently get companies trying to get me to take their products which will enable me to link all the online data to the offline data. Technically it’s pretty trivial to do, you just need a lot of storage space, which is now dirt cheap. There are even solutions that display a different phone number to each visitor so you can link the calls back to the browsing data as well. Decent size companies with good marketing and IT departments are doing this today. I would hope they aren’t all flogging the data on, but most companies will monetise whatever they can and If that’s your data so be it. If you ever forgot to untick the “pass your data on to carefully selected partners” then your data has been sold on.
If you don’t think sites place cookies that aren’t really theirs as first party then check out a few website and see how many are placing the google analytics cookies as first party. You will be surprised.
The law does have exemptions for cookies which are strictly necessary for the operation of the website (e.g. check out cookies, baskets etc). But no marketing company was prepared to have a website that ran smoothly and gave the user the option not to be tracked and monetised. They all went down the road of “this law is stupid” click here to accept all cookies or our site won’t work.
I agree with you the law should be trying to stop people pretending cookies are 1st party when they aren’t. But its already been spun as a “silly” law and now this isn’t even being looked at.