Google will make me happy in the year 2024, maybe.
Here’s why.
Google said it plans to replace third-party cookies, a practice they were going to implement by early 2022, but has now pushed to 2024. Regardless of when that happens, I will be a less anxious internet user then.
But what does that even mean?
Let’s take a few steps back.
Every breath you take
And every move you make
Every bond you break
Every step you take
I’ll be watching you
Have you ever left like someone is watching you digitally? An omnipresence that knows everything you are looking for and sometimes even knows what you are thinking about? And then somehow a few days later you notice a weirdly accurate ad about that monologue you had with yourself?
If you have answered yes to any of the questions above, let me assure you, you are not going crazy and it is also why I am anxious.
Here’s what happens.
How is our information collected?
Cookies. An early internet-age invention that can be described as tiny breadcrumbs we leave on every digital site we visit. They are pieces of code that help websites remember what you added to your cart 7 days ago.
Usually, these cookies do us good. They remember for you when you forget, enhancing a website’s user experience.
Third Party Cookies — Middlemen of surveillance capitalism
Here’s where things get funny. Third-party cookies. They collect information from all past digital behavior and can be accessed by an outside vendor, who have the liberty to monetize your data.
I would highly recommend watching John Oliver’s video on Data Brokers so you have a better understanding of what third party cookies are.
Implications of Third Party Cookies ban
As a marketing professional — My job just got harder
“With third-party cookies, the industry was complacent. Now, there’s more at stake with the shift to first-party data.” — Tyler Thompson, Associate Director Digital Operations, Merck Animal Health
Companies are gearing up to deal with the ban. They would have to reconsider the technology needed, time spent, change in staffing requirements, and additional costs.
E-Mail Marketing will grow to be one of the more effective ways to collect first party data.
As an generic user — I am pleased
With an increase in aware of your own digital privacy and with laws like GDPR and CCPA, this should come as a happy news to us.
For us this means that we can now give consent, apply cookie preferences if any, expect transparency and accountability from companies.
In the mean time. . .
After leaving you potentially in a dark place or a little disturbed, let me end with something to ease your mind.
While Google continues to gather information AND work on the third-party cookie ban, you can help yourself a little.
1. Be Aware
If you are still confused or unsure about how much of your data is out there, you could use Google’s Takeout — a tool marketed to help you back up everything, to see how much GB data the internet has on you.
2. Option to turn off personalized ads
If you feel frightened after seeing your Google Takeout results, DO NOT PANIC. Google gives you the option to turn off ad personalization. So for what it’s worth, you would see close to no personalized or targeted ads.
Google’s MyAdCenter shows you an overview of what Google perceives you as and targets ad accordingly. You can TURN IT OFF! Or you can also modify which topics and brands you want to see more off in your digital ads.
3. And finally. My favorite. VPN.
Nord VPN, ExpressVPN, Windscribe (my personal favorite and not a sponsor). Ever since I had seen how much data of me was out there, I began using VPN and Private search for almost everything.
Hopefully, the steps above can ease your mind or someone else's around you, who values digital privacy.
