'Is Google Benefiting From Banning Third-party Cookies' by averyj advertising adtech
– again. This update has been supposedly pending for several years, and now, it looks like it won’t happen until 2024 at the earliest. While Google still works to find a savvy alternative, many publishers have already begun questioning how they will continue earning ad revenue once this happens. But is it really all that bad for Google if third-party cookies disappear?
But as the update looms closer, a deeper look highlights that it might not be so bad for them after all. In fact, deprecating third-party cookies could be a way to increase, not decrease, their market share - all under the guise of “privacy.”Until this update happens, we can only guess how Google will change its famously opaque advertising practices.
Is Google actually using Chrome and Google Analytics data for ad personalization? We have no way of knowing, but if they do, they can always point to this consent box to indicate the company’s transparency around the practice.On the other hand, by deprecating third-party cookies, Google will be blocking its competitors from easily accessing valuable user data, allowing Google to gain more control over the Internet.
Retargeting allows advertisers to target users across the web based on what they had previously viewed on Amazon. Without third-party cookies, retargeting is stymied if not over. Google’s decision, therefore, handicaps the growth trajectory of a major competitor, all under the guise of a user-first, privacy-focused update.Of course, it’s possible that third-party cookies never go away.
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