The End of Third-party Cookies: What’s behind Google’s Strategy?
“Business opportunities are like buses, there’s always another one coming.”
— Richard Branson.
This week’s topic is quite interesting and foreseeable. In short, Google is going to ban all third-party cookies in words to protect end-user’s online privacy and prevent personal identifiable information leakage.
I saw this coming when the reminder of “do you accept website cookies” broadly appeared on many website and online platform. And I did wonder if it was legal to use consumer data to achieve some whatever sales goals, or simply to push sales. When I saw my previous searched items somehow appeared on an unrelated website without my consent, I felt strongly that my personal space was invaded and my PII was offended.
In fact, as a future marketer, I know that utilizing third party data can be an effective and accurate way to reach potential customers. However, the negative effect of this data manipulating action may cause deep untrust of your product and brand. Therefore, when I heard Google is eliminating third party cookies, my reaction isn’t worried, but happy, because it benefits me as an end-user.
But let’s take a look inside this move, why does Google suddenly make the decision to boost the phase-out process of third-party cookies, and even gives a deadline of 2022? Of course, if we interview some Google employees, they will say that’s trying to meet user’s increasing demand for online privacy. I don’t trust superpower companies like Google, and I believe everything they do, no matter by what way of conduct, the ultimate goal is to maximize its own power and revenue.
Just like many analysts said, the most impacted group would be ad software and platforms who rely on third party data. If Google implements the new regulation, they can only survive by collecting data from Google ads or other first party cookies owned by Google. Additionally, Google wants to take more control over the online ad market, so they force ad platforms to transfer the money that previously spent elsewhere into Google’s pocket.
On the other hand, does it really prevent personal information leakage? In other words, will Google stop collecting end-user’s data such as browsing habits and online footprint? The answer is no. According to Sara Morrison, the columnist at Recode, said “Google will still track and target users on mobile devices, and it will still target ads to users based on their behavior on its own platforms, which make up the majority of its revenue and won’t be affected by the change” (Morrison, 2021).
In my opinion, the end of third party cookies will benefit both Google and users in some ways, but strongly hit the digital marketing industry. Many ad companies are now forced to think of new ways to collect data, analyze behaviors and then optimize user experience for accurate delivery. Google is planning on replacing third party cookies by its own “Sandbox”, however still in testing version. I am curious if Google will eventually use its Sandbox as a money collecting machine for selling its own third party cookies.
