In 2024 , Google will block third - political party cookies in Chrome , the earth ’s most widely used internet web browser app . That will kill off one of the main ways ship’s company track you online , and the ad technical school industry is freaking out about it . Google has developed a cortege of tool to replace cookies , which it collectively calls “ Privacy Sandbox . ” These instrument countenance Google and other companies keep tracking mass on the internet for targeted ads , but the tools utilise technique to hide what individual citizenry are doing . Google really want everyone to calm downand get on board with its project , and to that oddment , the ship’s company just publish the results of a tryout of Privacy Sandbox ’s targeting .
In other words , Google ’s Privacy Sandbox shaft perform bad than cooky , but not that much worse , which is about what you ’d expect . On a conference call , Google ’s frailty president of global ads Dan Taylor fete the results .
“ The experimentation show that the performance of campaigns using privateness preserve signals to reach users with relevant ads maintain a moderately high range of fidelity , relative to third party cooky based operation in Google ads , ” Taylor tell . “ What we learned is that the encouraging results are validate what we hop : that digital advertising can be more private for users and also effective for advertizer and publishers . ”
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The party published ablog postTuesday describing the experiment , along with awhite paperthat goes into greater detail .
Google is in a difficult position . The average somebody is a mass more distressed about their secrecy than they used to be , a trend that ’s only on the rise . lawgiver and governor have promisednew rule to regularize secrecy on the internetand are even threatening tobreak up the tech giants . Meanwhile , other browsers like Safari , Firefox , and Brave already stymy third - political party cookies , which makes Google Chrome look like spyware in comparison .
Google ’s answer have just about everyone unhappy . concealment advocates say it ’s not private enough , advert technical school companies say it ’s too private , and administration have raised antimonopoly concerns . Google says that the finger pointing from all sides is a polarity the company is doing thing right . Google needs buy - in from everybody for this plan to exploit .
However , not everyone consider that picture looks so rosey .
“ Marketers are going to experience some significant pain as a result of this , ” suppose Jeff Greenfield , CEO of Provalytics and a foresightful clip advertizing industry executive . ( He did not reexamine the field of study before its publishing . ) Part of the reason the numbers dangle may be because trafficker are used to aim individuals , not groups , as Google will presently require them to do . “ It ’s going to be a paradigm shift that require a lot of reeducation , ” Greenfield said .
Even if this fresh system works for advertisers , the experiment looks discouraging for publishers — apps and websites like the one you ’re currently reckon at who make their money through ad . Again , Google ’s experiment indicate advertizer spent less with the novel system . That could be catastrophic for media companies and news organisation in fussy that often lock with razor slender margins .
“ The modification is go to be drastic for publishing firm , ” Greenfield pronounce .
Taylor push back on the idea that Privacy Sandbox will suffer publisher . “ We are working with technology that is emerging and reducing the ability for ad technology companies and data brokers to be able-bodied to identify individuals across the World Wide Web , and yet still be able-bodied to deliver a high degree of relevancy for advertizer . That translates into a gamy degree of monetisation for publishers , ” he suppose . “ So we ’re in reality quite glad with the final result of the experimentation . ”
The cogitation paired one of Google ’s Privacy Sandbox tools called the Topics API with first - party information provider by publisher , the advertising term for websites and apps that show ads . Google says Topics and other Privacy Sandbox systems are n’t guess to work in closing off , but as part of a broader ecosystem of tools .
Another trouble with the whole endeavor is that Google ’s competitors are intemperate at work developingfancy new ways to keep track youafter cookies go aside . If these techniques are effective , it would mean Google ’s privacy preserve effort are a wash .
“ A lot of company out there are offer cookieless solutions . They ’ve constitute a way to join identities together without cookies . But Google and other company like Apple require to be in mastery , so the next thing we ’re survive to see is them trying to stop all of these cooky replacements , ” Greenfield said .
That ’s a problem Google is well aware of , and it ’s one the company needs to puzzle out in ordering to assert its frailty grip on the advertising byplay . If other companies have tools that figure out better , they ’ll expend their money elsewhere . That ’s a battle that will shake out in the age to come , as Google in conclusion stray out its change and the sea of ad technical school companies contend to be the most dominant choice . So far , Google has n’t shared anything about how it will fight back .
“ I can enjoin you that as an initiative , we do n’t feel that those advance bear up to consumer expectations , ” Taylor said . “ And what we ’re seeing in terms of their concerns with privacy , as well as the overall regulative course in the ecosystem , is moving away from tracking single users online . So any replacements that go down that path do n’t seem to be a long term resolution . ”
Google said it has extra experiments in the works to prove other aspects of Privacy Sandbox , include the Protected Audience API ( formerly known as FLEDGE ) and the Attribution Reporting API . Taylor said Google will exhaust results from those tests afterwards this year .
“ We think together that will paint a more holistic exposure on how each of these new technologies will beat back resultant role for marketers , monetization for publishing house and keep people ’s information more private , ” Taylor said .
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