Google is ushering in a new era for online tracking with a test feature in Chrome that disables third-party cookies, affecting 1% of global users. These cookies, crucial for collecting analytics and personalising ads, are a staple of modern digital advertising.
The change, initially rolled out to about 30 million global users, aims to enhance user privacy by limiting the traditional means of online tracking and ad personalisation.
Speaking in a blog, Google’s Vice President Anthony Chavez said: “We’re taking a responsible approach to phasing out third-party cookies in Chrome.”
“We’ll begin testing Tracking Protection, a new feature that limits cross-site tracking by restricting website access to third-party cookies by default. This is a key milestone in our Privacy Sandbox initiative to phase out third-party cookies for everyone in the second half of 2024, subject to addressing any remaining competition concerns from the UK’s Competition and Markets Authority.”
However, some advertisers warn they will suffer as a result.
Phil Duffield, UK Vice President at The Trade Desk, argued that Google’s solution primarily benefits the tech giant and could make revenue generation more challenging for publishers.
“Protecting consumer privacy online doesn’t have to mean making it harder for publishers to earn revenue,” Mr Duffield remarked in comments reported by the BBC, highlighting the advertising industry’s mission to create better solutions.
What are internet cookies?
Contrary to their delicious namesake, internet cookies aren’t the sweet spot of the web. These digital files act like an ID badge, quietly noting your browsing history as you hop from one site to another. They remember details like your site preferences, language settings, shopping cart contents, and more, enhancing your web experience.
However, the primary use of cookies extends into the realm of tracking and targeted ads. They help advertisers create detailed profiles based on your online activities, aiming to serve you more relevant ads. This data-driven approach means you’re likely to see ads that align with your interests, like that Nike sneaker ad after a sneaker shopping spree.
Keeping your cookies private
The update places Google’s Chrome in line with its competitors like Apple’s Safari and Mozilla Firefox, which already offer options to block third-party cookies. However, Chrome’s dominant market share makes its changes more impactful.
Google’s initiative is part of a broader industry move toward greater privacy, marking a significant shift in how online advertising functions. The UK’s Competition and Markets Authority has the power to intervene if these changes are deemed harmful to businesses, underscoring the complexity of balancing privacy with commercial interests.
You can read Google’s full article here.
Need help navigating these changes?
Change is good. Change is opportunity. Some advertisers are sweating bullets, fearing a dip in ad relevancy. Not us. At CMA, we see it as a chance to innovate and evolve for you, our clients. So, while Google tinkers with cookies, let’s cook up some fresh marketing strategies.
