Cookies have long been the silent guardians of our online habits, but on January 4, Google began eliminating third-party cookies from its Chrome browser, a move that marks a turning point in the digital age.
This decision will affect approximately 30 million users, enabling the "Anti-tracking protection" function for navigation without solicitations on cookies. By September 2024, the elimination will be extended to all users of Chrome. But what does this turning point really mean for users, companies and the online advertising industry?
What are cookies and what are they for?
Cookies, small text files saved on your devices, are key tools for personalizing your online experience. Basically, they are responsible for personalized advertising that always seems to know what we need.
They are distinguished in technicians, essential for features such as storing browsing preferences, and profiling, which collect data on user interests for advertising purposes. The latter, especially third-party cookies, are at the center of the debate on online privacy.
Third-party cookies, which we have already talked about in this article, are cookies created not by Google, nor by the site you are visiting, but by external domains. Their purpose is to show external elements on the page that you are looking at, such as advertisements, chat windows and buttons (such as the classic "like" button). In this way, advertisers responsible for third-party cookies are able to collect information about users and show them targeted advertisements.
But all this is coming to an end.
What changes when you delete cookies
The interview with Marcello Gruppo, Insights Director of Ogury, highlights the reasons behind Google's move: the use of cookies has become "socially unacceptable", violating user privacy. The elimination of third-party cookies from Chrome represents a significant change, limiting advertisers' ability to track users and perform advertising retargeting based on their previous online activities.
Obviously, Google needs to remedy this new limit imposed by the farewell to cookies. Let's see how the American giant is moving.
How Google makes money without cookies
Deleting third-party cookies significantly reduces the ability of advertisers to show targeted ads to their potential customers and, in parallel, the potential revenue that Google would obtain from advertising on Chrome.
To remedy this situation, Google has already implemented Google Consent Mode V2, which will allow the user to choose which cookies to accept and advertisers to receive anonymous data, even in the event of refusal. Read the dedicated article to find out more about this news.
Google is also working on an initiative called Privacy Sandbox, which attempts to balance advertising and privacy. The goal is in fact to create an environment in which interest-based advertising can operate without the need for third-party cookies, which track users across sites. The Privacy Sandbox intends to use technologies that limit the transmission of personal information and aggregate user data so that it remains anonymous.
However, this technology is still in the experimental stage and its actual impact remains to be seen. Advertisers are therefore faced with the challenge of adapting to an evolving digital landscape, currently only able to rely on Google Consent Mode V2.
What about other browsers?
Safari and Firefox have already adopted similar measures, placing an emphasis on user privacy. This trend is in line with growing concerns about personal data protection and regulations such as GDPR and CCPA.
What is the impact?
Deleting cookies means a significant change for both users and advertisers. On the user side, you will certainly find greater privacy and better control over your data. On the other hand, however, those who surf the web may find themselves faced with different screens and requests than those they were used to and will have to learn to manage these new requests. Additionally, without targeted advertising, the user experience is likely to be less personalized.
As regards digital marketing, however, the new limitations on data collection will go hand in hand with an increase in complexity, linked to the implementation of new technologies and strategies. Advertisers will have to know how to adapt quickly and find functional and effective solutions. On the other hand, greater privacy could lead customers to have increased trust in companies and advertising in general.
In conclusion
The advertising industry finds itself at a crossroads, needing to effectively balance advertising and privacy. Innovative solutions like Google Consent Mode V2 will offer a new way to interact with the public in a privacy-respecting way, keeping the internet a free and accessible place thanks to online advertising.
