Only giants like Google, Amazon or Facebook have an ID to identify their users. And, of course, they are not in favour of sharing the information in which they have invested enormous resources. The conflict of interests is in the air.
Google is also working on a new tracking tool, called Privacy Sandbox, which aims to replace cookies and allow advertisers to learn about user profiles.
While an alternative tracking model is being developed, third-party cookies remain necessary.
What will happen to cookies from 2022 onwards?
If Google's plans come to fruition, changes to the cookie policy will have reached their climax in 2022. The tracking system that is so familiar and uncomfortable to us today (why not say it) will no longer exist.
By that date, advertisers should be able to access user information through Privacy Sandbox.
The goal of this tool is to record data in the browser and require companies to request permission to analyze the metrics. This system would make privacy prevail, but would have negative consequences for companies.
One of the most feared effects is the reduction in programmatic advertising germany telegram data revenue, something that many companies have already noticed since Safari and Mozilla updates implemented anti-tracking systems.
How to stop the effects of cookie deprecation on businesses?
Google is trying, at least on paper, to reduce as much as possible the negative impact that the disappearance of third-party cookies will bring . For the moment, its only commitment is to offer Privacy Sandbox as an open tool to which any company can request access.
On a practical level, the end of third-party cookies will be felt in DoubleClick, the Google Display Network, Google Ad Manager and all of the search engine's advertising partners .
Far from being frightened, we should see this paradigm shift as an opportunity to innovate. The creation of alternative tools could be the solution. One of the formulas being considered is based on platforms where the user leaves their browsing preferences and configures their privacy.
