Google is moving forward with its plans to phase out third-party cookies, which are traditionally used by advertisers to track their customers around the web, as well as, deciding to avoid other means of tracking users.
The Alphabet Inc.-owned tech giant threw the ad industry for a loop with a decision in 2020 to completely phase out these cookies, with a statement from Google Director of Product Management, Ads Privacy and User Trust, David Temkin, emphasizing that they will not develop or use replacements for the third-party cookie once they remove it.
Google isn’t the only tech titan introducing privacy features to cut down on web tracking, as Apple is also enforcing similar changes. These steps followed scrutiny from legislators and advocators for data privacy.
Publishers and advertisers noted that these restrictions will lead to difficulty regarding feedback and performance tracking. The EU and the UK Competition and Markets Authority are investigating the issue and Google’s control over online advertising, with the findings expected to be published soon.
Google emphasized that their initiative, which they dubbed as the ‘privacy sandbox’ are for addressing people’s concerns with regards to their personal data while they’re surfing the web. Tenkin stated that they are aware of the fact that other providers might compensate for their changes and updates.
Other advertisers state that ad targeting can be done with less-specific data collection, with ads aimed at groups of people with similar interests, instead of individuals.
Regardless, this change from Google is a huge change for the ad industry, with the people invested in things like a king kong marketing agency review, paying close attention.