Google is wrong?
Google plans to replace third-party cookies for advertising but is delayed again until 2024. This passage is going to analyze the advantages and disadvantages of ending third-party tracking cookies from both users' and marketers' perspectives.
Any services provided by companies should meet consumers' need
No matter how big and successful a company is, it should put consumers as the top priority even it is Google. The major benefit led by third-party cookies would be personalized content. Third-party cookies provide personalized content for consumers which will make consumers more engaging when spending their time online. “Third-party cookie data identifies users online and reveals their likes and dislikes. It provides powerful information useful in enhancing online marketing.” said Alexander from TMS. Consumers will see more irrelevant ads without third-party cookies. As a result, user experiences will be decreased. On the other hand, banning third-party cookies can protect users’ privacy in a better way. “Cookies set by third parties aren’t a big risk. Cookies aren’t inherently dangerous, and they don’t infect your computer with malicious viruses or malware. To some users, however, cookies may be considered an invasion of privacy.” from securiti. But, if think deeper, does it mean customers’ privacy will be 100% safe if it's fully under Google’s control? No one would know how Google really uses consumer data if Google plans to use it in a secret way.
End of the world to marketers?
If third-party cookies are banned, marketers will lose their opportunities to track consumer behaviors and channel advertising. However, on the other hand, they can be more focused on providing better quality ads which can increase users' experience.
So
To sum up, in my opinion, third-party cookies should be banned. If so, it will decrease users’ experience although, some may find ads annoying. But, if we look aggregated, because of those annoying ads, GDP increases in some extent. From users and the market as a whole, even from the nation perspectives, the advantages outweigh the disadvantages.
