The privacy of Internet users is clearly becoming the movement of 2021, because after Facebook and Apple “went to war” in this field, which we wrote about in the previous blog, Google has come to the fore in recent days, announcing that its programs and tools like Google Chrome will no longer collect third-party cookies, which are most often used by advertisers to collect user data and track online behavior.
According to a survey conducted by the Pew Research Center, which is also referred to by Google employees in their blogs on this topic, it is interesting to note that as many as 72% of people believe that everything they do online is monitored by advertisers, technology companies and other companies. 81 percent of them think that the risk of collecting private information outweighs the benefits of using the Internet.
Because of all this, Google has decided to take the side of users and decided not to monitor the habits and behavior of its individual users to make its system work better with targeting audiences or displaying relevant ads, and interestingly, third-party cookies will not be replaced by any new tool that could do the same or a similar job.
But in order for advertisers to continue to benefit from ads on the Google Network and to continue to hit the right audience, Google is developing new systems that don’t require monitoring each individual user’s behavior without the need to collect this type of data. But these systems are still not fully prepared and will take some more time to come to life in a real environment.
According to available sources, third-party cookies should disappear completely in the next two years, but major changes are predicted in the years before, so this is an opportunity for all advertisers to take enough time to prepare for new circumstances that will certainly change advertising to the Google Network as we knew it. However, it should be said that this will also bring problems to anyone involved in advertising on this network, many of whom will have to make systematic changes and ways of functioning and devise other ways of collecting relevant data about their users their online habits.
Aside from the fact that all these changes will bring a lot of news to advertisers, probably many end users are interested in what it will bring to them, except, of course, greater certainty that third parties will not collect their private data.
According to all the information available so far, it seems that they will have at least a short break from repeated ads for specific products or services after searching for them on the Internet only once or accidentally clicking on the ad. Still, on the other hand, it is to be expected that advertisers will switch to other techniques by which they will be able to continue to monitor the behavior and desires of users, and ultimately show ads to people they might be interested in or encourage to take the desired action. But it’s not a bad thing, whichever side you are on.
The only question is how we will adapt and how the situation will affect business results, and like the ones that will go through the worst are small advertisers with smaller budgets, who will no longer be able to compete successfully with big players once the possibilities of detailed and precise targeting of the audience will be abolished. If all of this sounds too complicated for you to follow and put into practice, it might not be a bad idea to consider seeking help with advertising on the Google Network. And here we are, always at your service as the official Google Partner.