What Free Google Cookies Mean for Your Business
In the past, controversially, in 2020 Google announced plans to create a privacy-focused web browser that will both be convenient to the user’s history, as well as support the actions of advertisers and publishers. (Google Cookies)
In particular, Google recently announced that third-party cookies will be removed in Firefox and Chrome to protect users from browsing the web. Unlike Safari and Firefox, which have long blocked cookies, Google has launched a new set of technological solutions to replace the inconvenient cookie management system.
Google ensures consumers, advertisers, and policymakers that the new, privacy-focused web will continue to meet their needs. As a result, this website is cookie-free, designed not only to provide privacy, but also transparency, choice, and control over how data can be used online. (Google Cookies)
What are cookies?
There are two types of cookies on the Internet; this is something that makes no difference between them, since both contain the same pieces of information that track user behavior on the Internet, and each has a unique user profile with them.
However, third-party apps and third-party cookies are created and used by many parties in different ways.
Third-party cookies are created by the host, the name of the user’s direct visit. Cookies from other companies can allow users to stay logged in to their accounts and their preferences settings and perform other useful functions that can help for a better user experience.
On the other hand, you use third-party cookies, also called tracking cookies or Instagram, created through external fields and building user profiles for each website that you visit most often without the user’s knowledge. (Google Cookies)
Cookies from other companies can also be used by websites and marketing companies to focus on very specific advertising and retargeting purposes.
What are the cookies?
However, it is also becoming increasingly common that this data will be used, especially if it was obtained without the consent of the consumer. So in total, and even though cookies are positive, the negative ones outweigh the benefits for end-users.
While other browsers have adapted to the recent user and legislative privacy requests, as well as a complete ban on the use of external cookies, Google recognizes that this is not a solution for the long term. (Google Cookies)
The destruction of cookies that harass websites and digital marketers who depend on advertising and remarketing to generate revenue, and it increases with the help of special control methods, such as fingerprints, is carried out at the expense of user security and privacy.
A fingerprint device is an invasive practice that slightly registers user behavior patterns in a user’s profile, just as it works in the case of identifying the type of person who has a website.
How Does Google Replace The Cookie?
Instead of Safari and Firefox, even banning cookies, Google has developed a way to show users relevant ads without controlling their data. (Google Cookies)
In “Privacy” and “Sandbox” – consisting of five application programming Interfaces (APIs), Google’s latest collection is a protected technology. In its sandbox, groups of users with shared preferences use machine learning together with the browser, as well as any other non-invasive methods.
Advertisers will be able to focus on a specific target group by taste, and this can be demographic information, without using personal data.
Specifically, Google introduced test results and parts of the API called “Courts” or”Union Cohort Training.” All meals are available as a live plugin for the Chrome browser, at the end of the year.
The main goal of Food from it is to promote advertising based on interests, not complaints of the individual. A complete shutdown of individual user’s activities, followed by the implementation of anti-fingerprint measures to avoid fraud, intrusion, and practices. (Google Cookies)
For a better understanding, let’s look at an example: at the moment, if a user searches for “pink bags”, they will later link to a specific ad-pink, pink, pink bags all over the Internet.
However, based on the right to privacy sandbox in Chrome, it will “pink bags” as one of your interests, and classifies them as part of a group, Flock, interested in pink, pink, pink bags. Advertisers will be able to offer targeted marketing, i.e. show what’s “what” with Flock users, ads related to their interests in “pink bags”. Therefore, the complaint was directed to a group of people, not just one person.
Google hopes to sandbox existing sites that occupy the cookie infrastructure to continue collecting data useful for advertising, but please avoid using non-reaching and annoying human tracking devices.
Google tells digital advertisers that they don’t need to rely on tracking users to achieve a successful result: “people don’t have to agree with what can be found on a website to have the benefits of targeted advertising.
And advertisers don’t have to watch out to get a single consumer online-you to get all the benefits of digital marketing effectiveness.”
As a result, there is unobtrusive interference in the consumer’s privacy in its sandbox, while still having support for a secure, ad-protected site. In the next two years, Google plans to create “sandboxes” with ready-made strategies for working with their current web technologies. (Google Cookies)
It’s no secret that Chrome is a powerful Internet package, accounting for 69% of the desktop market and 40% of the smartphone and tablet market. Drastic changes to Chrome will cause significant upheaval in all aspects of the digital advertising industry.
The positive news is that, despite trials due to start before the end of the year, Google estimates that it will take at least two years to complete the scheme.
As a result, the business will have enough time to plan for big progress in their browser. Google noted that they are open to working with merchants to ensure that all industry players will use the new system. (Google Cookies)
Third-party cookies used by the sites that will be located and will continue to operate. This is great news because it helps ensure that businesses can still use valuable user data and observations based on tracking visitors to the site.
Currently, third-party cookies are required for advertisers to contact the selected type of customer.
The removal of third-party light, as well as the use of ad retargeting information, will be completely disrupted because retargeting will rely on third-party cookies that follow from the site user to the site.
But as a repeatedly awarded digital marketing agency, we are ready to do so with additional features to provide targeted advertising.
In addition, by seeking help from the courts for a new advertising interest rate, we will have a closer relationship with publishers, use a different light, and focus on a specific target customer group, promotion, advertising, and introduce incentives for remarketing campaigns. (Google Cookies)
Many experts believe that the future landscape to opt-out of the use of any other cookies will lead to the improved promotion of transparency, improved management of consumer privacy, as well as a high return on investment and, more importantly, for the digital marketing industry attribution.
Every business owner needs to be sure that they will be informed about possible shocks in digital advertising. In particular, changes to the various systems and other cookies that work day–to–day for company owners are unlikely to provide insight into the complex mechanisms by which, the digital marketing landscape changes in general. (Google Cookies)
Fortunately, you can count on trained advertising agencies that are resource-efficient, switch digital business models, and find new ways to use advertising campaigns to generate revenue. Therefore, your company will not only survive in the new landscape but also work.