Google and comparable companies have brought a network of functions into the web that make us users transparent. This is also the background for the so-called cookie banners, which have been spoiling the Internet for some time now. Many people cannot do without them today, on the one hand not yet without cookies and therefore not without warning banners. Google wants to drastically change that now and in the future.
According to its own information, Google sees classic tracking via cookies as obsolete and would no longer like to use it itself. The biggest challenge is then to still deliver relevant advertisements to users.
Today we are making it clear that once third-party cookies have expired, we will not create alternative identifiers to track people while surfing the Internet, nor will we use them in our products.
People shouldn’t have to accept being followed across the internet to take advantage of relevant advertising. And advertisers don’t need to track individual consumers online to take advantage of the performance benefits of digital advertising.
Google no longer wants to track individuals on the Internet
Of course, we have long been working on alternative solutions for the “clean” middle ground. Your own advertising business, which is immensely important for Google, should of course not suffer too much from the changes. On the other hand, they want to restore user confidence and make the Internet a little bit more anonymous again.
In fact, our latest FLoC tests show a way to effectively remove third-party cookies from the advertising equation and instead hide people in a large number of people with common interests.
This points to a future where there is no need to sacrifice relevant advertising and monetization to provide a private and safe experience.
How much can you believe about it now? A lot if you ask me. Google, Facebook and Co. see that their influence is not that great in large parts of the world and that politics and local companies tend to set the tone. An adjustment is therefore absolutely necessary in order to be able to offer data protection and privacy according to the ideas of politics and users.
We still have to look at what really comes out in the end with caution and wait and see.
Google owns the largest advertising networks and advertising tools on the Internet, as well as the Chrome browser, a very widespread everyday tool for end customers. Google’s influence is therefore enormous and perhaps sufficient to steer the entire industry in a new direction.