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Distributor's Link Magazine Summer 2021 / Vol 44 No 3


44 THE DISTRIBUTOR’S LINK Joe Dysart Joe Dysart is an Internet speaker and business consultant based in Thousand Oaks, California. A journalist for 20 years, his articles have appeared in more than 40 publications, including The New York Times and The Financial Times of London. During the past decade, his work has focused exclusively on ecommerce. Telephone: 631-256-6602; web:; email: DEATH BY COOKIE: FASTENER DISTRIBUTORS NEED A NEW WAY TO ADVERTISE ON THE WEB IN 2022 Fastener distributors that rely on ad tech companies to post ads for their goods and services across the Web will need a new plan in 2022, when support for that technology mostly disappears. Essentially, Google is warning businesses that it’s widely popular Chrome browser will no longer support the technology needed to make those advertising placements – known as third-party cookies – beginning next year. Triggering Google’s move is widespread consumer backlash that has been building against third-party cookies for years – technology that enables ad tech companies to track consumers every movement as they surf the Web. Says David Temkin, director of product management, ads privacy and trust, Google: “Seventy two percent of people feel that almost all of what they do online is being tracked by advertisers, technology firms or other companies. “And 81% say that the potential risks they face because of data collection outweigh the benefits, according to a study by Pew Research Center. “If digital advertising doesn’t evolve to address the growing concerns people have about their privacy and how their personal identity is being used, we risk the future of the free and open Web.” Not surprisingly, Google’s decision to forsake third-party cookies in 2022 is sending shockwaves throughout the CONTRIBUTOR ARTICLE AS SUPPORT FOR THIRD-PARTY COOKIES DISAPPEARS, MANY FASTENER DISTRIBUTORS NEED A NEW PLAN FOR WEB ADVERTISING. DISAPPEARING SUPPORT FOR THIRD-PARTY COOKIES IN GOOGLE CHROME HAS SPELLED DEMISE FOR THE TECHNOLOGY. fastener distribution community and across the Web. Sixty four percent of all Web users now use Google Chrome to cruise the Web, according to StatCounter (www. And two other major browsers - Firefox and Apple’s Safari - have already dropped support for third-party cookies as well. Since the mid-90s, ad tech companies have been using third-party cookies to continually track of your movements on the Web -- taking note of the Web sites you visit, what ads you click on and similar interactions – to develop an extremely informed perspective on what you’re most likely to buy. Based on that knowledge, those same ad tech companies serve you customized ads on the Web sites you visit that features their ad tech. So if you visit a number of Web sites about fasteners and click on a few ads advertising fasteners, for example, you’ll most likely start noticing more fastener ads popping-up on many of the Web sites you subsequently visit. Ad tech companies are able to place third-party cookies in your Google Chrome Browser by cutting deals with Web sites that already feature their ads. A Web site featuring ads placed by a specific ad tech company, for example, has most likely also given that same ad tech company running those ads permission to place a third-party cookie in your Chrome Browser. CONTINUED ON PAGE 120

THE DISTRIBUTOR’S LINK 45 OBITUARY Steve Welch, a longtime veteran in the Fastener industry passed away unexpectedly on Sunday May 2, 2021, way before his time, aged 65. Steve began his fastener career over 40 years ago as a warehouse and Inside Salesperson with Service supply in Knoxville, TN. Steve then moved to Nitro, WV where he became the Branch Manager of the Service Supply facility. It was in this location where he met and married his wife, Suzann. From WV he was transferred to the Dayton, OH Service Supply location as Branch Manager, ending up in Chattanooga, TN as the Territory Sales Manager. Steve left Service Supply and for a short time joined Hillman Fasteners as a District Sales Manager before rejoining Service Supply in Greenville, SC as the Territory Sales Manager and then the National Accounts Sales Manager. In (2000) Steve joined Lindstrom Metric as an Outside Salesperson where he remained until 2016, when he formed his Rep Agency S. A. Welch & Associates. One of his first lines was Lindstrom Metric, along with Titan Fasteners and finally Stelfast, all under the Lindfast Solutions Group. Steve is survived by his wife Suzann, and daughter Hillary of Charlotte, NC and son Andrew of Greenville, SC.

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