Opinions on Google ban cookies

In the era of big data, every person is a huge database. Marketing experts are trying to mine users’ information, trying to capture users’ interests from the clues of the Internet. On the one hand, enterprises use first-party data to gain insight into users and market dynamics and develop personalized marketing programs. On the other hand, a large number of enterprises purchase third-party data to broaden their audiences.

I have just searched the mobile phone case in the browser, and as soon as I open Taobao, the selection page of various mobile phone cases is presented in front of me. Or, after searching for a certain product on the e-commerce platform, open the browser and see the advertisement of the product. I believe a lot of people have been “precision marketing”.

Platform’s excessive demand and use of user data is increasingly criticized by people. Following Apple’s new IDFA rules, Google recently said it would eliminate third-party cookies and stop serving ads based on a person’s web browsing history. This does not mean that Google will not continue to collect first-party information directly when users visit sites and services under their control. Nor does it mean that all the mechanisms elsewhere for identifying web users, serving them tailored ads and handling other requests will disappear.

Technological change has also helped drive the cookie’s demise. For years, consumers have been using mobile devices and applications that don’t support Web-based cookie tracking as effectively as desktop computers once did. Apple’s Safari and Mozilla’s Firefox browsers do not accept third-party cookies by default, and Google will follow suit with more such Settings in its Chrome browser. Still, it was a surprise when the company, which thrived on cookie AD revenue, decided to abandon the cookie.

Nor does Google seem worried that its business model is under threat. Marketers have been preparing for this moment for years, developing alternatives to cookies that continue to track people as they surf the Web though the picture of each person’s online presence is less specific and determined by activity across multiple sites. Google has now developed digital tools.

As a result, the way users are tracked online will change. Google’s elimination of third-party cookies will have little impact on its own advertising revenue, and is bad news for advertisers who rely on third-party cookies for most of their advertising. “For advertisers, if Google’s FLOC scheme is adopted to carry out advertising push, it means that advertisers need to obtain information through googleB1 instead of collecting user information directly through cookies, googleBBB2 completely controls the initiative. Ad-tech firms cannot afford to sit still. TheTradeDesk has introduced an alternative for third-party cookies, UnifieDid2.0, to identify users with complex and encrypted email addresses.”

Marketers now have to be more creative about how they operate without crossing deadly lines into people’s privacy. Even without trying, Google knows a lot about us, but there are still many ways to do this without cookies.

There is no doubt that people are starting to pay more attention to their privacy. It’s true that with 5G, Apple has successfully jumped on that trend, but for Google, whose data collection practices have often been criticized in the past, the transition may not be so easy.

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