My opinion about “Google will soon ban third-party tracking cookies”
Google is seeking to make a major decision in blocking third-party cookies, which have been associated with both positive and negative implications for users. However, the major negative implication has been their ability to expose users private and confidential information. Browsers have focused on creating an operational-friendly environment for their users through limiting tracking cookies. Firefox and Safari browsers have already developed to block tracking cookies by default. Google has sought to block the tracking cookies while also developing alternative user-level ad identifiers to replace their party cookies.
The move by google presents a major shift in the ad business considering their focus on developing a more diverse approach that builds a new system. The basis of this move has been increased concerns about user safety and privacy which have been largely exposed by tracking cookies. According to information published on HubSpot, “Users are demanding greater privacy — including transparency, choice, and control over how their data is used — and it’s clear the web ecosystem needs to evolve to meet these increasing demands”.However, it is also worth noting that Google will still collect user information and use it for target ads despite the block on the third-party cookies. The move Google mainly focuses on stopping to sell web ads that targeted individual users’ browsing preferences. At the same time, the chrome browser also will not allow cookies to collect individual-base browsing data.
What it Means？
This means that ad companies must refocus and employ new approaches in targeting users. Google-based, on its strategy, thinks that it has already found a way to target individual users more securely without exposing them to unnecessary harm through their platforms. The move to stop third-party cookies is well informed and aims at creating a more structured context where user information is protected. Most companies have been using ad companies to target users. This means that user information has been exchanging hands without the user’s knowledge. This has been a major breach of confidentiality, one of the major terms of service that Google outlines.
The digital industry, which has been largely reliant on third-party ads to target clients, needs to strategize and develop well-informed approaches to attract potential clients rather than using their illegally acquired information. Marketers need to understand the changes that developed and develop better strategies that can be utilized to counter the negative implications of the move by the leading search engine to block third-party cookies.
The implications of the change will be minimal for google itself since prior to the announcement, the company has been putting measures to ensure that it is highly protected from any adverse effects. The company developed its privacy sandbox, which was an initiative to personalize web ads while still maintaining a high integrity level. Therefore, developing a strong technology through the sandbox still makes google competitive through individual targeting while limiting third-party players. Google has not fully limited third-party cookies but has established a clear platform to organize. The information documented in PC magazine asserts that “The company plans on using the browser to group internet users who have similar browsing patterns.” This is a broader strategy in building wider focus on the ad market.‘
Information access
Third-party cookies have been a major problem for a long. These ads have been developing tracks for individual users throughout their browsing history. Google had millions of third-party cookies on many websites, feeding the company with a lot of information about users and their searches online. This has been part of the massive ad business, which has continued over the years while ignoring user privacy and privacy laws that prevent personal information disclosure without user consent. Similarly, the Verge stresses that “The context for Google’s cookie-killing proposal is that there’s a pitched battle being waged between browser makers to remake the future of privacy on the web.”Thus, these ad firms will have to re-evaluate the available options and transform their businesses to conform to many of the privacy laws that are being developed. It is essential to build a strong structure that focuses on creating change within the technology industry which upholds user privacy and confidentiality.
