Cookies play an essential role in the advertisement. Thus, google banning third-party cookies will have a massive impact on a digital advertisement. Although this change may have an advantage over the users’ privacy, it doesn’t affect google much. It can still track its users using its platform and show the ads according to their preferences.
- The post cookie web advertisement:
David Temkin stated that “If digital advertising doesn’t change the rising concerns people have about their privacy and how their personal information is being used, we jeopardize the future of the free and open web.”
The prime focus of Google is to censor the codes that track and store browsing history. Google’s tech team is trying to eliminate the third-party cookies, starting by banning them from Google chrome.
In March 2021, Google committed not to use any system that tracks users across the web, meaning Google won’t support other tracking technology that big companies may try to replace the cookies.
- Replacing cookies with cohorts:
As we know, third-party cookies are used to track users around the world, they store all the details about the sites you are using. This information drives the central machinery of digital advertisement. Even after Google bans the cookies, this information won’t erase the data it has already collected.
But as the privacy concern grows around the world, regulators are clamping down the companies over the data it has collected. Governments around the world have pushed companies to take privacy more seriously. That’s why Google launched its Federated Learning of Cohorts (FLoC), privacy-first and interest-based advertising technology.
- Interest-based advertising:
FLoC is a new way for businesses to reach their target audience with relevant content and ads by making a group of people with similar interests. It secures users’ privacy on the browser. In simple words, companies will target their ads to cohorts instead of web users.
- First party cookies:
Google can still collect your first-party data and target the ads based on your search results. First-party data benefits Google, as it becomes crucial after the third-party cookies ban. Google search ads help to generate a major part of revenue for companies. However, the ad revenue will continue to grow as the cookie ban would not affect google search.
- Paving the future of digital privacy:
Last but not least, Google banning third-party cookies is not the end of user tracking. From now onwards, start considering other ways of advertising strategies. You could also consider strategies and software that can help you gather the first-part data. Brainstorm some basic strategies that you can use to reach your audiences without the help of cookies.
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