Google Decides To Terminate Third-party Cookies, And Advertisers Face New Challenges!

According to a report on the US Forbes website on March 3, Google plans to stop using third-party cookies to track individual users’ web browsing habits, and will no longer recommend ads to users in this way, and promises not to use new information in the future. Tracking methods collect user information.

This move by Google does not mean that the company will not continue to collect primary information from users, nor does it mean that all other mechanisms that can identify Internet users and serve them ads or invite invitations based on their specific interests will no longer exist. will disappear, but it does mean that a very special early chapter of the Internet era is coming to an end.

That era was defined by computer-based web browsers, which became powerful through many innovations, of which cookies were perhaps the foremost.

Cookies enable browsers to remember their users, making web navigation easier. It also helped popularize and commercialize the web, but also left users vulnerable to privacy violations, with pop-ups, notifications and other junk ads lingering on users wherever they were.

In a blog post about the changes at Google, David Temkin, the company's director of advertising privacy and product management, wrote: "The evolution of digital advertising alone will not solve people's concerns about privacy and personal information being invaded. We are taking advantage of freedom and openness." The future adventure of the Internet.”

Temkin also cited a recent Pew Research Center report that found 72% of people feel like much of their online activity is tracked by advertisers, tech companies and others, and 81% feel that The collection of information and data by third parties can do more harm than good.

Temkin said Google will continue to help partners establish direct connections with their own customers and deepen support for the solution.

Additionally, Google is tweaking its Chrome browser to replace third-party cookies, allowing marketers to reach a wider, anonymous audience based on users' shared interests.

As an alternative, Google launched FLoC (Federated Learning Clubs), a tool that will push ads "based on interests and large anonymous groups" rather than targeting individuals like today's third-party cookies.

As Temkin said: "People do not have to accept online tracking to obtain relevant advertising benefits, and marketers do not have to track individuals to obtain the same results."

For example, instead of an ad network knowing that you are browsing for new golf clubs and then showing you ads for golf clubs across the internet, Google's Chrome Ad Manager will build an interest profile of the user that identifies the user as a FloC part of the ad, and advertisers can then bid to show their ads to a certain group of people.

This wave of operations by Google coupled with Apple’s previous IDFA policy adjustments may mean that advertisers may usher in a wave of “big revolution” in the industry. Sellers should also learn more and be prepared!