The days of tracking cookies are over soon. For tech companies like Google, there are other ways to target users with ads.
Cookies are just as old as the World Wide Web. The latter was created in 1991, and cookies were added in 1994. In their original form, cookies were small text files that were placed on a user’s computer when they visited a website.
Information about individual visitors is stored in these files, such as the login status of the site. This means you do not have to enter your username and password manually the next time you visit the same website – all very practical and useful.
But the word “cookie” has been causing negative interactions among the average user for some time. These data octopuses follow me while browsing the web, only to infiltrate and bomb me with personal ads, you think. This intention is caused by tracking or third-party cookies.
Cookies enabled tracking
These third-party cookies are not deposited by website operators when they visit users’ computers and smartphones, but by large advertising networks such as Google. Private cookies then allow individual users to be tracked.
Advertising networks are aware that the sneaker frenzy from Appenzell-InnerHorton is about to travel to London soon. After ordering the latest shoes from an online store for the second time this month, he booked a hotel in the English capital on another website. So this user will soon have the opportunity to see a lot of online ads for sneaker shops on Oxford Street.
Apple and Mozilla advanced
The feeling of having to follow every step in a way that is understandable while browsing makes many users uncomfortable. Numerous data security scams in recent times have contributed to the discrediting of the current business practice of online advertising.
The results of third-party cookies have been around for years. After all, Apple and Firefox maker Mozilla have made it abundantly clear that they want to prevent their ads from being tracked. By 2020, Google, the world’s most popular browser maker and leading provider of online advertising services, has announced that it will no longer support third-party cookies in Chrome by 2022.
Personal pursuit is at an end
Last Wednesday Give up Google take the next big step. There is no substitute for third-party cookies – which serve the same purpose – tracking individual users – with other technical means.
There are already some solutions to track without cookies, for example Tracking pixels, But Apple and Mozilla have already announced that they will take drastic action against such avoidances. Now that Google has promised this, it is unlikely that there will still be a reliable way to track personal users who may be browsing the web in the future – even if some advertisers like it.
Coharts need to change cookies
Does that mean the end of personalized advertising on the Internet? Are sneaker fanatics traveling around the world now getting ads for stairs? At least Google seems to be confident that it will be able to work with its ads in a similarly targeted manner in the future. Online advertising is responsible for more than 80 percent of Google sales, so the company would have considered the move very carefully.
Google now relies “Federal learning of cooperatives. For advertising purposes, you become part of a partnership that Google defines as a group of several thousand people, so that no conclusions about individual users are possible. Browser History Determines which partners you have locally on individual users’ devices without being sent to ad networks.
In our example, Chrome would then assign the user to a group of “sneaker fans living in Switzerland” from Appenzel-InnerHorton – a group with no doubt several thousand members. When Chrome visits a website, its users will be notified later that they are part of this collaboration, and appropriate advertising will appear.
Small change in practice
In the end, the type of advertising displayed to them does not change much for most users. However, it is not clear whether other browser manufacturers will adopt this approach. However, Google still has its own sites – YouTube, Google Search, Google Maps, Gmail – that can continue to collect personal data of its own users. It is much less likely to rely on third-party cookies than smaller advertising networks.
They now complain that deleting cookies will further strengthen Google’s market power. “Google is unilaterally trying to define privacy standards on the Internet,” said John Norton, CEO of FlashTalking, an advertising agency. To Wall Street Journal.
So Google should be careful not to see user-friendly change as another, anti-competitive move by the technology company. Distrust cases are currently pending against Google, including in the U.S. states and the U.S. Department of Justice. This is primarily about Google’s dominance in the online advertising business.