The multinational Alphabet , owner of Google, announced last week that it will eliminate third-party cookies from its Chrome internet browser. Those "cookies" with information about a user's session on the Internet are a great source of income for advertisers. The decision, which will be put into practice in 2022, will put the company's browser on a par with competitors such as Firefox or Safari in terms of privacy. Instead of cookies, Google wants the advertising and marketing industry to use its Privacy Sandbox , which is Google's language for a set of tools that allow advertisers to c level email list run targeted ads without having direct access to a person's personal data. the users. Chrome has a market share of more than 64%, so novelty is key for digital marketing.
According to Digiday , there will be winners and losers. The first winner will obviously be Google. Unsurprisingly, Google stands to c level email list benefit from the "death" of third-party cookies. Is that in the absence of the classic "cookies" in Chrome, the alternative for advertisers will be to use Google's own data within its own tools. This consolidates Google's dominant position in digital advertising. Privacy Sandbox. Google's Privacy Sandbox launched in mid-2019 and already has publishers around the world complaining. Much of the publishing industry's concern centers on how open Google will be about the Privacy Sandbox's operations. Some ad tech executives wonder if it could be a risk by allowing access to personally identifiable data.
The question is whether Google will do what it says and give everyone the same opportunity to take advantage of this technology? Or will only the megasearch engine itself have access to more key information that will be denied to the c level email list rest? good for publishers. Publishers think they could improve their ad business. Time Out, Immediate Media or MailOnline will be in a better position to thrive without cookies because they have their own information about their audiences. Publishers are already looking at joining together to form “login alliances” that would allow people to use a single account to sign in to multiple sites. In this new scenario in Chrome.