There are no "cookies", there is privacy: the development that will limit the collection of information about surfers Israel today

The Cambridge Analytics affair, which reached as far as the US Congress, raised the issue of privacy protection to the world agenda.

Following the affair, Europe was the first to implement regulation on tracking users on the web, then the US joined the move, and later also Apple and Google. One of the consequences of the affair is the decision to ban the use of "cookies", which will take effect in March 2023.

As is well known, once a web user approves the use of "cookies", a lot of data can be collected on him - some of them very personal - which is passed on to the advertising and marketing bodies so that a question can target him and offer him products to purchase.

Over time, there has been a worldwide struggle over privacy, with the prevailing argument that it is unlikely that with the approval of the use of "cookies" it will be possible to extract information that users do not want to disclose.

But along with the invasion of privacy, the data that passes through the users can actually benefit them - in that the advertisements and products that pop up on the net can be necessary for them in many cases.

Looking for an intermediate solution

The result of the move to eliminate the "cookies" actually forces an interim solution, so that the information collected about users will be only general - place of residence, age group, etc. - which will not allow online commerce as we are used to today.

But despite the new law, which seems to severely hurt the advertising world, there are other ways to know what surfers' preferences are without installing "cookies" on their computer.

This type of capability was developed by the Israeli company twik.

In fact, the company developed software that was not related to the cessation of the use of "cookies" - and was designed to improve shopping sites through better matching between advertiser and consumer.

On the way to "individual accuracy"?

Roi Sortsky and Autumn Keener, Photo: Twitter

Roy Soretzky, CEO of the company, explains: "Our company has developed tools for personalizing the purchasing process on online sites, with one of our features being 'cookies less'.

The big advantage is that it allows us to collect all the information that could be extracted from consumers on the network, but disconnect from them the most significant component - the user's identity. "

"We know how to identify users' history without intruding on their privacy. Our system remembers the user experience even half a year later and knows how to adapt the surfer to what he wants."

Stav Keener, VP of Operations and Customer Relations, adds: "Today we know how to pinpoint each surfer individually autonomously."

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