Google Eats its Third-Party Cookies
I n order to make users feel secure Google has announced a Third-Party Cookie ban for their Chrome browser and ad networks.
Third-Party Cookies are a way for businesses to track a user’s internet activity. This data can be used to target potential customers with personalized ads based on their preferences. My Mother ordered a flower pot online and within a few weeks our entire garden got a makeover. My Mother was seeing ads for things she liked. As she bought more the suggestions got better.
As a marketer I understand the benefits of this system and as a consumer I appreciate the improvements to my quality of life. Finding just what you need on the internet is extremely convenient and one of the best things about the 21st Century. However, businesses need to earn the trust of their consumers regarding their privacy and data are security.
Tracking customers was supposed to be the new breakthrough. Many firms would have invested lots of manpower and finances for long-term clients behind this data. Due to the ban lots of time and resources will be wasted hitting smaller marketing firms the hardest.
In the long run this will create innovative ways for businesses to market to customers without infringing on their privacy and violating their trust.