What Issue Are You Attempting to Address?
More than simply browser-level data storage is at stake when third-party cookies are no longer used. It signals the end of the 30 years of internet data collection, use, and monetization practises utilised by marketers, advertisers, and developers.
The GDPR and Google and Apple's most recent privacy disclosures are well known. But even seasoned marketers frequently are unaware of how these "privacy-first" measures, which have been implemented since 2017, when Firefox and Safari stopped supporting third-party cookies, have affected our spending and productivity.
The effectiveness of our expenditures in numerous CRMs, DSPs, advertisements, and other martech tools is, at most, 75–80% given that 20–25% of consumers use those browsers. That represents daily waste that adds up to years. Chrome will function similarly to Safari and Firefox by 2023. Since 75% of web users are now affected, many tools are just 25% effective. In the current situation, $0.75 of every $1 spent by martech and adtech customers is wasted.
Why Is That So?
Trackers, pixels, scripts, tags, and cookies are disabled in surfing settings that prioritise privacy. The performance of marketing solutions that rely on these client-side resources is frequently poor. Failure of event tracking. Forms fail. Ads are gone. Data flow pauses. This makes it impossible for marketers and advertisers to precisely track view rates, conversions, and create useful data sets.
The front end is now brittle, broken, and unreliable.
We've essentially turned client-side data into a tragedy of the commons over the previous thirty years. Nobody owns the cheap, accessible property that is available to everyone. Additionally, the usefulness of this resource has been diminished by the self-serving, ad hoc acts of marketers and technological firms.
We must now continue on.
How Do You Plan To Address That Issue?
Confection is at the forefront of an exodus from the worn-out front end to the server side and the lush field of privacy first.
We seek to create a centralised, exclusive standard for data collection, storage, and transmission for the web. Furthermore, we aim to give regular online users more power over the information they disclose. This should revitalise, improve, and protect the value of this significant societal resource, we hope.
Confection gathers, stores, and distributes data using a cutting-edge server-side architecture. It is unaffected by ad blocking, fingerprinting, cross-domain scripts, cookies, and other browser-side interruptions. Confection is beneficial to people because it complies with international privacy standards including the GDPR, CCPA, and LGPD.
Your new CRM, DSP, or other martech app is not Confection. Confection, on the other hand, boosts your current marketing stack and maintains data flow in privacy-first situations. There is no need to transfer systems because it interfaces with the apps that businesses and developers already use. Simply plug in, turn on, and keep your marketing alliances going strong.
Confection can aid in the expansion of your company. Create stronger, longer-lasting customer relationships. Create first-party data sets that are legal for usage and that you can transmit to as many different destinations as you like.
What Effects Has The Pandemic Had On Your Business? In Five Years, Where Do You See Your Business?
I'm a marketing operations person who is systems-oriented. That is my natural working environment. I therefore can't help but think of Scott Brinker's well-known martech infographic when I think about the future of our field. It is becoming bigger and greater every year. It's difficult to imagine how big it'll be in 5–10 years.
This infographic was seen by many of my fellow marketers as supporting the notion that the martech SaaS industry is severely (and potentially fatally) fragmented. I'm coming from a different angle:
The infographic demonstrates how active the martech and adtech industries are. That is a fact. However, I believe there would be significantly more product churn and attrition if the market were truly divided. These would result in the infographic getting smaller (or, at least, stabilize). Instead, it continues to develop quickly year after year. Instead, it is plausible to anticipate that the market for marketing technology will grow at a CAGR of 30–50% over the following five years, just as it has over the previous five. The martech world's borders are always increasing, and the lifeforms that inhabit it are also constantly developing and diversifying.
Arguably, the hardest difficulty every business faces is marketing. There are as many answers to that problem as there are businesses in the world. The key is to build the appropriate messages, channels, and internal "pipes" that enable a business to command attention, attract customers, and engage them once they are there.
Every organisation has a different set of objectives and goals, which leads to a huge variety of stack permutations and sub-permutations. This is why I compare martech to the multiverse. I believe that the diversity of demands, processes, and outcomes is what makes the martech ecosystem so rich. It can support a kind of Cambrian explosion because of this year after year after year.
Data is the fuel that keeps this biodiversity alive and well. And I anticipate that it will have continued to expand rapidly along with martech in the next five to ten years.
Note that the pandemic did not significantly halt its progress. If anything, it made it louder. More than ever, virtual tools and the data they use are essential. There is little reason to believe that WFH's expansion won't continue as it appears to be engrained more deeply every day.
Our team hopes to establish Confection as the new benchmark for online data exchange in this environment.
I like to ask people to picture a world in which cookies have been controlled and owned by a single entity since the early 1990s. We would have 30 years' worth of worldwide, cross-platform form submissions, content interactions, and other marketing data. This information would be well-organized, open to online users, and in accordance with the rules and regulations in force at the time it was gathered.
From that beachhead, what kind of territorial operation couldn't you start? What goal couldn't be supported by that kind of money? We can take a variety of various routes after Confection has proven itself to be this major knowledge repository in five or more years. We frequently receive the best ideas from our consumers, so as we grow, I'm confident we'll have opportunities we can't even envision today.
What Is the Upcoming Major Information Security Challenge? How Can People Participate in or Support Your Vision?
The largest problem facing information security at the moment is regaining the trust of regular web users.
On our website, I keep track of all the vehement, critical feedback and criticism we get on a page called "NSFW." My co-founder and I have endured threats, suicide advice, and numerous (often humorous) vulgar remarks. This is only one illustration of how severely data-enabled businesses have allowed their interactions with common online users to deteriorate.
No matter how ugly or unsettling the NSFW response is, I attempt to open a discourse with it. And I say to each one of them, "Return in a few months or a year and hold me responsible." Our team is working to create a new data "grid" that complies with international privacy legislation like GDPR, CCPA, and LGPD since we take data privacy seriously.
Confection strives to be as beneficial to people as it is to marketers and software firms, as we have described above.