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The cookie, often recognized as a pop-up banner with the disclaimer stating you must accept the terms before viewing the website, has been around for many years. It was invented as a way to track customers across a website, and has grown to extend beyond its initial purpose. Over the last few years we have watched how the data collected can be mis-used for political gain. While the cookie is useful, it is due for an upgrade; and before we can accomplish that, we need to have a serious discussion about data management and sharing personal information.

'True target group orientation' – as an element of Strategic Campaigning Guideline No. 13 – has always been at the core of successful campaigning and business campaigning Ltd. has even developed a specific workshop design to let consumers develop a marketing or communication strategy for themselves. Cookies therefore had been very welcome, allowing us to protect non-target groups from irrelevant messages and information overload.

This article covers the history of internet tracking and why it is important to talk about the future before it’s too late.


Die besten Kampagnen sind die, die von der Zielgruppe selbst entwickelt werden. Sie erzielen bis zu vier Mal bessere Resultate.

Dafür hat business campaigning GmbH das Target Community Lab™ entwickelt, ein spezielles Workshop-Design, das schon seit 15 Jahren Laien befähigt, Kampagnen-Konzepte zu entwickeln. Zum Beispiel die Kampagne für den Schweizer Kinohit «Mein Name ist Eugen».

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