Following the recent controversy in 2020, Google has announced plans to create a privacy-focused web that is equally non-invasive in user history and supports the work of advertisers and publishers.
Last promised by Google Make third-party cookies in Chrome obsolete to increase the privacy of your users’ web browsers. But unlike Safari and Firefox, which have been blocking cookies for some time, Google is implementing a new set of technical solutions to replace the annoying cookie tracking system.
Google ensures that the new privacy-focused web meets the demands of users, advertisers and regulators – not only to promote greater privacy, but also transparency, choice and control over the use of web data.
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The old agency model is outdated. Find out what innovative agencies are doing to stay ahead.
What is the problem with cookies?
If other web browsers have met the privacy requirements of consumers and regulators by completely blocking third-party cookies, Google acknowledges that this is not a sustainable solution.
Removing cookies negatively affects websites that rely on revenue-generating ads and encourages non-transparent tracking techniques, such as fingerprinting, which actually reduces user privacy and control.
Google’s new set of technologies is calledPrivacy sandbox”, Which consists of five application programming interfaces (APIs). Using browser-based machine learning and other non-invasive techniques, the privacy sandbox brings together users with similar interests. This allows advertisers to advertise relevant ads based on the interests and demographics of that group without actually tracking individuals.
Google announces digital advertisers no longer have to rely on user tracking to achieve successful results. “In order to reap the benefits of relevant advertising, people should not accept web tracking. And advertisers don’t have to track individual consumers across the web to reap the benefits of digital advertising performance. “
Thus, the sandbox of privacy is non-invasive and supports the entire ad-supported web instead. Over the next two years, Google plans to implement a privacy sandbox with strategies for its current web technologies.
In particular, Google has published test results for one API and the information they refer to as “FLoC” or “Federal Cohort Learning.” FLoC is a real-time extension to the Chrome browser that is expected to be available by the end of the year. The main purpose of FLoC is to prevent user monitoring and implementation measures to remove fingerprints discourage such deceptive and intrusive techniques
Google’s transition to the ad-supported web has already begun. In February 2021, Chrome introduced a new system that limits insecure cross-site tracking. The system handles cookies that do not include the SameSite tag for first-party use only and requires access to cookies marked for third-party use via HTTPS.
Until the full operating system is released, it will make third-party cookies more secure and provide users with more advanced browser cookie controls, ”wrote Justin Schuh, Chrome’s chief engineer, in a statement.
A look at Google’s corrupt history with public privacy intrusions
Google has recently been involved in a number of disputes related to privacy issues, including, but not limited to, the misuse of a user’s intellectual property, a violation of a user’s privacy, and the manipulation of search results to serve ads. The next three recent Google controversies can be seen as a catalyst for Google’s recently published privacy-focused strategy.
In October 2020, the U.S. Department of Justice filed a complaint with Google alleging that its search and advertising violated public privacy and violated federal antitrust laws. Need antitrust allegations and a multi-billion dollar lawsuit accusing Google of exploiting a monopoly practice.
Prosecuting Google uses problematic business practices to secure its market share in web searches, including billions of dollars worth of silent search on smartphones and many other devices and services.
In addition, in September 2020, Google made UK news headlines as The United Kingdom Government has brought an action Against Google’s YouTube platform for “knowingly violating privacy laws on the national web”.
Allegation that YouTube systematically violates the privacy and data rules of minors in both the UK Data Protection Act and the European GDPR by illegally collecting data from millions of children to target advertising.
And no, bad PR doesn’t stop here …
Most recently, Google ran into trouble with the Australian government as Google threatened to remove all search services from Australia News Media Negotiation Code, which aims to create an equal relationship between news publications and technology giants.
The Australian code is the first in the world to require Google to pay newsletters for sharing their original content on its search engine. Google was clearly apprehensive about the rule, as it would introduce a new universal standard for disseminating new information. If the bill were signed, Google would be forced to pay all media outlets around the world for using their original news material.
Therefore, Google preferred not to follow and voluntarily left the Australian market instead. Let’s not forget that Google exited the Chinese market in 2010; Google has the right to do whatever they want at any time.
Although Google is the world’s most widely used search engine and Internet browser, Google is so disconnected from its consumers that it can be considered the “boom generation” of search engines. Google’s business model is stuck in an “old school” way, with paid search and data mining still dominating the search engine.
As a result, Google will eventually take action and respond to user complaints – because if they don’t, they’ll soon know they’re losing market share.
What does this mean for advertisers?
The new updates to Google Chrome are sure to be a huge shake in all aspects of the digital advertising industry, as Chrome has a significant digital presence – 69% market share on desktops and 40% on mobile devices worldwide.
The good news is that while testing is scheduled to begin by the end of the year, Google expects the strategy to take at least two years to complete, and Google has said it is willing to work with advertisers to ensure that all stakeholders benefit from the new systems. Thus, there is enough time for digital marketers and business owners to prepare for dramatic change.
In particular, the removal of third-party monitoring and data use means that digital marketing agencies must use other means to collect user data.
But Award-winning digital marketing agencies can help! As experienced digital marketers expect first-party tracking, closer collaboration with publishers is the answer. Although more difficult to implement, these options allow advertisers to target specific audiences to their ads.
What is certain is that the first adopters of Google’s new technology will have enormous opportunities. Come to 2022, companies of all sizes need digital marketers to guide them through the more complex digital sphere.
Even today, strategic decisions are difficult to predict and no strategy can be expected to succeed. To get the most out of digital media campaigns, it would be difficult to speculate where to spend your advertising resources. But new possibilities open up new possibilities that were never possible with older ways of thinking.
Many experts believe the future landscape without third-party cookies will lead to greater transparency, a higher return on investment and greater attribution of digital marketing, and better control of consumer privacy.
In fact, Google’s testing teams have stated that the new FLoC mechanism has the potential to convert conversions per dollar by 95% compared to the ability of cookies to reach market and audience types of common interest.
Every business owner needs to be sure that they are kept informed of possible changes to digital advertising. Especially for changes in such multifaceted systems as third-party cookies – where day-to-day business owners are unlikely to understand their complex mechanisms – as the whole digital marketing landscape can change overnight.
Fortunately, you can count on prepared digital marketing agencies to change your digital marketing models and find new ways to monetize your content so that your business not only survives in the new landscape, but also thrives.