With rising privacy concerns increasing since the Facebook data privacy scandal over a decade ago. It comes as no surprise for tech giant Google to represent a significant change for the advertising industry and seems to be a step forward for privacy.
What is “Cookies”? Cookies track users internet activity, with third-party cookies this information is used to create a persona based on your interest. Digital marketers and publishers then use this information to target advertising.
Third-party cookies have already been blocked by some of Google’s rivals, including Apple and Microsoft. In January 2020 Google announced that it will phase out third party cookies in its Chrome browser by the end of 2022. The tech giant has since set a 2023 deadline for the move, a year later than its original 2022 target.
While this is a step forward for privacy, it is a limited one. It does not mean Google will stop collecting your data and it does not mean marketers will stop using your information for targeted ads. What Google will stop doing is selling this information to ad companies that rely on cookies. Google’s ban forces advertisers to go directly to the tech giant for this information instead.
In the place of cookies, Google plans to implement its own Privacy Sandbox system. Which it claims is better for privacy but still allows marketing and still allow websites to show targeted ads while reducing the number of information users share. This is currently under investigation by UK’s Competition and Markets Authority launched earlier this year over concerns that Privacy Sandbox would give Google a monopoly on digital advertising.
In a blog, Vinay Goel, privacy engineering director for Google’s Chrome browser said: “It’s become clear that time is needed across the ecosystem” to “get this right”.
What is next for advertisers? Advertisers that rely on cookies will have to find another way to target individual users. The delay allows marketers to come up with alternative strategies to deal with this shift.
To stop third-party cookies in Chrome today, you can dig into the settings function to select when to block or delete them.
Written By Enzoh Mellem