But if you find yourself in this case, in the case of exempt cookies, how should you proceed?
According to the published text:
Users will be informed of the use of these cookies or similar technologies considered exempt for the purpose of audience measurement, for example, through the privacy policy of the site or mobile application.
The lifespan of these cookies or similar technologies will be limited to a period that allows for a meaningful comparison of audiences over time, such as a duration of thirteen months , and which will not be automatically extended on new visits.
Information collected through these cookies or similar technologies will be kept for a maximum period of twenty-five months.
The above-mentioned shelf life and storage period will be belgium number data subject to periodic review to be limited to what is strictly necessary.
But the AEPD also reserves a space to talk about analytics service providers ("comparative audience measurement for several publishers") , who must ensure that:
Data is collected, processed and stored independently for each publisher.
The cookies or similar technologies used are completely independent of each other and of any other cookies or similar technologies.
This change in the way of dealing with the problem of cookies represents a significant change, especially for thousands of small websites that focus their non-technical cookies on the field of analytics and that could be exempt from collecting the consent of their visitors, as the analytics expert Pablo Moratinos recalls in his X profile.
In any case, this is a movement that, for the moment, generates more doubts than certainties, and that comes, as we said, at a time when many websites are still adapting to the change from Universal Analytics to GA4 , Google is taking its first real steps towards a post-cookie environment and we still do not know how this novelty will fit into the framework of the RGPD , in force at a European level.