According to a recently released white paper by KIT Global titled 'A World Without Cookies: An Indian Perspective', 53% of Indian respondents support stronger online privacy protection measures, which is 12% higher than the global average. It is said that it is nearly % high. This whitepaper provides insight into how a cookie-free world will impact marketers, with a particular focus on India.
In today's digital age, online tracking and digital advertising are ubiquitous, shaping the way content is distributed and consumed.
The paper also found that websites deploy an average of 17.9 cookies per page load, providing advertisers with extensive user data. However, consumer concerns about transparency and accountability in online data tracking remain widespread in India, indicating that transformation in digital marketing is on hold. To address this, the Indian government is preparing to introduce a strong regulatory framework, including a proposed Data Protection Authority (DPA), to monitor data protection compliance.
As of February 2024, India boasts of 911.77 million internet users, with smartphone penetration reaching 83% of the population. The e-commerce market, valued at $99 billion in 2024, reflects a growing consumer base with evolving tastes and habits.
Advertisers are having to rethink their strategies in the face of these changes due to limitations in user tracking and targeting. According to the white paper, key challenges for Indian businesses include reliance on third-party data and limited awareness of alternative tracking methods such as browser fingerprinting, device graphing, and contextual advertising. included.
The paper also emphasizes that companies should view this change as an opportunity rather than a crisis. Survival Kit, a Budapest-based digital marketing agency, leverages first-party data and employs contextual advertising to build stronger connections with viewers while respecting privacy rights and marketing. We suggest localizing your strategy.
