Google will disable cookies In 2023
From 2017 to the end of 2019, Google faced fines totaling more than 9.3 billion euros, one of which was for violating the privacy of users’ data. Under intense pressure, the Google Chrome official team recently announced that third-party cookies would be completely disabled for the next two years in order to improve user privacy and security. I think that not being able to write third-party cookies will have an impact on the way data is collected, and indeed on the advertising industry as a whole.
After disabling cookies completely. First of all, if Google is going to take full control of, and pay for, its customers to have access to this information. In fact, it indirectly raises the cost. It’s not clear by how much, but at least marketers have a way of getting that information. This does not affect the company’s advertising system. Second, even though Google isn’t going to let third parties pay. There should also be a way for these third-party companies to get around such restrictions. Of course, this will also drive up the cost of the third party, and the cost of the company advertising will also increase.
In response to disabling cookies, the Google company creates a FLOC that will be applied. Google calls it a “privacy-first” and “interest-based” advertising technology. With FLOC, Chrome tracks a user’s browsing habits across the web and then places them in various audiences or “groups” based on those habits. Advertisers then target their ads to groups rather than to individual users. I think this is just a variation of Cookie, not a real change. So if a user is looking for a browser that doesn’t collect your AD data, they should try a different browser.
We can imagine that when advertising companies raise their costs, they naturally pass them on to consumers. Whether this will affect the advertising budget of some advertisers or the price of products. I think we’ll feel it when cookies are completely disabled. The advertising that a company should put in is still put in. On the other hand, by disabling third-party cookies, Google helps Google to further gain benefits from the advertising industry in the market of big data and precise delivery.
As marketers should not consider the death of third-party cookies to be desperation. Marketers’ concerns need to be translated into plans and concrete actions. We should have at least two years to adapt to the new format. Therefore, it is critical that marketers start thinking about solutions now. In addition, we should actively explore other channels. Because other channels can also provide insight to your audience, not just browsers, and your cookies. To this end, marketers should maintain relationships based more on interaction with users, such as through good email marketing strategies that are also critical to maintaining close and regular contact with the audience. While the idea of Google’s privacy sandbox(FLoC) is not satisfying, it is essential that marketers understand it better so far. Therefore, it is best to keep track of the information and keep it up to date. In the coming months, there will be a lot more people talking about how the new tool works. As a marketer, it’s critical to learn how to use it in a more specific reality.
The demise of third-party data is an undeniable milestone. The change will be necessary and, understandably, many marketers are worried. However, with organization and a good strategy, you can continue to do a good job of segmentation.
