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Oh well, innocent surfing on a news site or in an app, that can’t hurt, can it? Yet your click behavior (with your interests), the times, location data, telephone or computer data say a lot about you. You fit into a profile to ‘target’.

Combine that with data that becomes accessible in a different way. To quote the Dutch Data Protection Authority (AP): the number of data breaches rose “explosively” last year to almost 25,000 reports, a doubling compared to 2020. About 9% of those data breaches are the result of cyber attack

is still fresh in our minds . The personal, test and vaccination data and the outcome of source and contact research of 6.5 million Dutch people could be seen. Accessible to the 26,000 GGD employees. It turned out that data had been stolen and traded.

At the beginning of this year, a medical center from Eindhoven announced that confidential patient data had been leaked. Two months ago, it turned out that hundreds of thousands of files with personal data of residents from two Gelderland municipalities were offered on the dark web after a data breach. And a well-known zoo was the victim of a ransomware attack in June that may have involved personal data.

It can (and should) be different

It is best to share something if you get something in return, such as relevant content. But do you want everyone to have access to your data?

  • The fact that more than said ‘no’ to the question of whether apps can track last year answers that question.
  • The GDPR came into effect in May 2018. The visitors of NPO Start and NOS were asked: ‘Do you want to see personaliz advertisements

The system is too develop and vulnerable to abuse. In addition, these kinds of scores show that the consumer wishes otherwise. And we can handle data differently.

2 examples: sales without cookies

The solution lies in content. Don’t look at who’s behind the screen. Look at what’s on the screen, the environment. Do it the smart way:

  • If someone watches ‘Farmer Wants Woman’, the related content is not ‘Cows, Horses and Farms’. Rather ‘relationships and love’.
  • Last year, some athletes were not allowed to participate in the Olympics due to covid. Related content is not necessarily ‘sport’ but ‘health’ or ‘corona’.


A test with bicycle manufacturer Gazelle gave an interesting result. Gazelle wanted to achieve national coverage on sites of regional public broadcasters with online video.

We distinguished 2 groups: consent (with Canadian CEO Email List cookies) and no-consent (without cookies).

That was the only variable. Furthermore, the A and B groups were the same, so the type of device (mobile or not) was also in balance.

Canadian CEO Email Lists

The no-consent group clicked more consciously and stayed longer on the Gazelle site. This indicates that the no-consent group was more interested (and therefore more valuable) than the consent group

We did a similar test with garden machine maker Husqvarna. Now with display ads on regional public broadcasters. In doing so, the possibilities for targeting were taken into account.

cost per click was 8% lower. No cookies, only content

These examples show that consent is not necessary for sharing your data. You can see relevant messages based on the content you view. The digital future can offer consumers content without consent. With more awareness and better legislation on a safer web. And yet privacy-friendly and personal. Towards a healthier internet, without cookies.

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