#ICYMI, cookies are on their way out. As far as tracking our user actions across the Internet, our digital diet has long been restricted by the cookie’s inability to follow users across platforms, devices and app to browser interactions — making the cookie obsolete.
Plus, cookies can often cross the line when it comes to user privacy.
In the cookie’s place is login data, which, with a tail that follows users across multiple devices, is proving to be the golden nugget in understanding users, growing the most valuable audience segments and improving customer experience.
Not having a login for your users, then, is a digital sin, to say the least. But before you rush off to build out a login database for your own site, be forewarned: individual site login data isn’t your best option. Read that again — on-site login data hosted solely by an individual web property has little value, if only because you are missing out of some 25,000 data points available via a social login.