{"id":1236,"date":"2026-02-25T08:26:46","date_gmt":"2026-02-25T06:26:46","guid":{"rendered":"https:\/\/klainagency.com\/2026\/02\/25\/viata-dupa-cookie-uri-cum-isi-reconstruiesc-brandurile-intelegerea-clientilor\/"},"modified":"2026-03-23T16:37:42","modified_gmt":"2026-03-23T14:37:42","slug":"viata-dupa-cookie-uri-cum-isi-reconstruiesc-brandurile-intelegerea-clientilor","status":"publish","type":"post","link":"https:\/\/klainagency.com\/ro\/blog\/viata-dupa-cookie-uri-cum-isi-reconstruiesc-brandurile-intelegerea-clientilor\/","title":{"rendered":"Via\u021ba dup\u0103 cookie-uri: cum \u00ee\u0219i reconstruiesc brandurile \u00een\u021belegerea clien\u021bilor"},"content":{"rendered":"

\u0218tii filmele alea \u00een care rolul principal moare de 3 ori dar tot revine? Cam asta e povestea cu cookie-urile. Din 2020, Google ne anun\u021b\u0103 cu mare fast c\u0103 le elimin\u0103 din Chrome. „\u00cen doi ani”, ziceau ei. Apoi \u00een 2023. Apoi \u00een 2024. Apoi \u00een 2025. La un moment dat, industria de marketing a \u00eenceput s\u0103 trateze anun\u021burile astea a\u0219a cum tratezi promisiunile cuiva c\u0103 de m\u00e2ine chiar merge la sal\u0103: \u201eSigur, Maria. Cum zici tu.\u201d<\/span>\u00a0<\/span><\/p>\n

Iulie 2024, Google face anun\u021bul: nu mai elimin\u0103 cookie-urile<\/strong>. Vor l\u0103sa utilizatorii s\u0103 aleag\u0103. <\/span>Industria: „Deci… am stat degeaba 4 ani \u00een \u0219edin\u021be despre asta?” <\/span>Google: „Pretty much, yeah.”<\/span><\/p>\n

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Deci\u00a0chiar\u00a0mor\u00a0sau\u00a0nu mor cookie-urile\u00a0astea?\u00a0<\/strong><\/h3>\n

Hai\u00a0<\/span>s\u0103<\/span>\u00a0<\/span>clarific\u0103m<\/span>\u00a0asta,<\/span> cookie-urile nu dispar peste noapte, dar mor \u00eencet. S\u0103 facem o diferen\u021b\u0103 rapid\u0103 (promit s\u0103 nu fiu boring):<\/span>\u00a0<\/span><\/p>\n

Third-party cookies<\/span><\/b> = cele care te urm\u0103resc de pe site \u00een site, de la pantofi pe ASOS p\u00e2n\u0103 la tutoriale de yoga pe YouTube, ca s\u0103 te bombardeze cu reclame la pantofi de sport pentru yoga. Astea sunt problema.<\/strong><\/span>\u00a0<\/strong><\/p>\n

First-party cookies<\/span><\/b> = sunt ace<\/span>lea<\/span>\u00a0de pe site-ul\u00a0<\/span>t\u0103u<\/span>,<\/span> care-\u021bi\u00a0amintesc\u00a0c\u0103\u00a0ai 3\u00a0produse\u00a0\u00een\u00a0co\u0219\u00a0\u0219i\u00a0c\u0103\u00a0te\u00a0cheam\u0103\u00a0Mihai. Astea\u00a0r\u0103m\u00e2n\u00a0ok.<\/strong><\/span>\u00a0<\/span><\/p>\n

Google a zis c\u0103 nu mai elimin\u0103 third-party cookies complet, ci c\u0103 va l\u0103sa utilizatorii s\u0103 aleag\u0103. Sun\u0103 democratic, nu?<\/span>\u00a0<\/span><\/p>\n

C\u00e2nd Apple a f\u0103cut exact acela\u0219i lucru \u00een 2021 cu App Tracking Transparency, au p\u0103\u021bit-o Facebook \u0219i Instagram r\u0103u de tot. Oare c\u00e2\u021bi useri au acceptat tracking-ul? Mai bine nu \u00eentreb. Rezultatul? Ac\u021biunile Meta au sc\u0103zut cu aproape 30% (unele surse zic cu peste 70% \u00een 2021-2022). Noi vom spune doar c\u0103 au sc\u0103zut.<\/span>\u00a0<\/span><\/p>\n

Deci chiar dac\u0103 Google nu le elimin\u0103 de tot<\/span><\/span>, majoritatea lumii deja le spune „nu, mersi”. \u00cen medie, doar 25.4% din europeni accept\u0103 tracking-ul complet, \u00een timp ce 68.9% fie \u00eenchid fie ignor\u0103 banner-ul de cookie-uri (<\/span>Advance Metrics – Cookie Behaviour Study<\/span><\/a>).<\/span>\u00a0<\/span><\/p>\n

Concluzia?<\/span><\/b> Cookie-urile nu mor la propriu<\/span>, d<\/span>ar mor din punct de vedere practic.\u00a0<\/span>Aceasta e<\/span>\u00a0<\/span>diferen\u021b<\/span>a<\/span>.<\/span><\/span><\/p>\n

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Ok,\u00a0\u0219i\u00a0dac\u0103\u00a0oricum\u00a0mor\u00a0\u00eencet,\u00a0ce\u00a0fac\u00a0brandurile?\u00a0<\/strong><\/h3>\n

Aici<\/span>\u00a0<\/span>devine<\/span>\u00a0<\/span>interesant<\/span>.\u00a0<\/span>\u00cen<\/span>\u00a0<\/span>timp<\/span>\u00a0<\/span>ce<\/span>\u00a0<\/span>toat\u0103<\/span>\u00a0<\/span>lumea<\/span>\u00a0s-a\u00a0<\/span>uitat<\/span>\u00a0la Google\u00a0<\/span>\u0219i<\/span>\u00a0la\u00a0<\/span>calendarul<\/span>\u00a0lor de\u00a0<\/span>am\u00e2n\u0103ri<\/span>,\u00a0<\/span>pia\u021ba<\/span> s-a <\/span>schimbat <\/span>deja <\/span>sub\u00a0<\/span>nasul<\/span>\u00a0<\/span>nostru<\/span>.\u00a0<\/span>Brandurile<\/span>\u00a0<\/span>de\u0219tepte<\/span>\u00a0nu mai\u00a0<\/span>a\u0219teapt\u0103<\/span>\u00a0\u0219i a<\/span>u\u00a0<\/span>\u00eenceput<\/span>\u00a0<\/span>s\u0103-\u0219i <\/span>reconstruiasc\u0103 <\/span>\u00een\u021belegerea <\/span>clien\u021bilor <\/span>f\u0103r\u0103 <\/span>cookies.\u00a0<\/span>\u0218i<\/span>\u00a0<\/span>ghici<\/span>\u00a0<\/span>ce<\/span>? Multe\u00a0<\/span>metode<\/span>\u00a0<\/span>func\u021bioneaz\u0103<\/span>\u00a0<\/span>chiar<\/span>\u00a0mai bine.<\/span><\/span>\u00a0<\/span><\/p>\n

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    First-party data <\/strong>(datele pe care le ai deja de la clien\u021bi)<\/h4>\n<\/li>\n<\/ol>\n

    Asta e\u00a0<\/span>gold-ul<\/span>\u00a0<\/span>marketingului<\/span>\u00a0modern.\u00a0<\/span>\u00cen<\/span>\u00a0loc\u00a0<\/span>s\u0103<\/span>\u00a0<\/span>cumperi<\/span>\u00a0date de la\u00a0<\/span>ter\u021bi<\/span>\u00a0<\/span>despre<\/span>\u00a0Mihai,\u00a0<\/span>care are\u00a0<\/span>34\u00a0<\/span>ani<\/span>,\u00a0<\/span>\u0219i e\u00a0<\/span>pasionat<\/span>\u00a0de\u00a0<\/span>gadgeturi<\/span>\u00a0(care de\u00a0<\/span>fapt<\/span> e Gheorghe, 52 <\/span>ani<\/span>, <\/span>\u0219i <\/span>a <\/span>c\u0103utat <\/span>o <\/span>dat\u0103 <\/span>un <\/span>telefon <\/span>pentru <\/span>nepoat\u0103<\/span>), <\/span>colectezi <\/span>date direct de la <\/span>clien\u021bii<\/span>\u00a0<\/span>t\u0103i<\/span>,\u00a0<\/span>prin<\/span>:<\/span><\/span>\u00a0<\/span><\/p>\n