Google said that after eliminating the existing ad tracking technology in its Chrome browser, it will not develop new ways to track individual users on the Internet. This change may shake up the online advertising industry.
Google said it is taking action to protect user privacy. This is part of a broader shift in the industry, as marketers such as Apple and regulators in the UK, the US and other regions are increasingly seeking ways to phase out worse data collection practices.
However, there are still concerns that this will increase the power of the tech giant’s already dominant position in online advertising. This change will not affect Google’s largest advertising money-making agencies: search and YouTube.
Brian Wieser, president of global business intelligence for media agency GroupM, said: “The growing idea is that if you can’t persuade consumers to give up their data voluntarily, then you shouldn’t get it.” “Consumers are more aware of themselves. Data is used inadvertently. The brand (long-term consideration) asks: “Do you really want to stimulate consumers by generating some form of privacy-intrusive information? ” Do not.”
Microsoft has stated that it will delete so-called third-party cookies from the Chrome browser. These are code snippets used by advertisers to record the user’s web browsing history to target personalized ads. For a long time, third-party cookies have been a key tool for marketers to place targeted advertisements, but because they track users on the Internet in ways that may not be known, they have also become a source of privacy issues.
The company said on Wednesday that it will not replace these cookies with another way of tracking individuals. Instead, Google recommends grouping web users with similar interests together and keeping web history private on user devices. Google can still track users through its own search or map services.
David Temkin, Director of Google Advertising Privacy Product Management, said: “If digital advertising cannot solve people’s growing concerns about privacy and how to use their personal identities, then we will risk the future of a free and open web. And trust, in a blog post Say.
Temkin said that whether the company will continue to have questions about other people in the ad technology industry who plan to join the program to replace third-party cookies with user-level identifiers.
He said: “Today, we made it clear that once third-party cookies are eliminated, alternative identifiers will not be established to track the identity of individuals when they browse the Internet, nor will they be used in products.”
Chrome is the world’s main web browser, and many rival browsers (such as Microsoft’s Edge) are based on Google’s Chromium technology.
A group of media and advertising companies are lobbying against this change, the CEO of Open Network Marketing, James Rosewell (James Rosewell) said that although these changes are aimed at enhancing privacy protection, Google will still be able to track users of its own services .
Rosewell said: “They are not saying that’people are logging into our products all the time’, so they agree to track when they use search, maps, Gmail or YouTube.” “They are not saying,’we will block all of these.’ “
Another key point of the background: Apple is preparing to build a new barrier to monitor the activities of more than 1 billion iPhone users online.
Its new privacy tool is expected to be launched in a software update early this spring, and it will require mobile apps to explicitly ask for permission from iPhone users to collect information about what they are doing and where. This protection is a change to Apple’s long-standing requirement that iPhone users enter settings to prevent apps from tracking their settings.
The increased privacy protection on the iPhone has paralyzed Facebook, which relies on extensive tracking to build the second most profitable digital advertising network after Google. Facebook repeatedly attacked Apple’s anti-tracking tools as an attack on small businesses that rely on personalized digital advertising to subsidize most of its free services. It is also recommended that iPhone manufacturers are most interested in forcing more apps to charge consumers of their products so that it can charge 15% to 30% commissions in its app store.
Analysts say that if most iPhone users do not grant social networks the right to track them, Facebook will lose billions of dollars.
Google has acknowledged that Apple’s new privacy tools may reduce the revenue of certain applications in its digital advertising network, but plans to modify its own iPhone applications so that they will not be affected by the upcoming changes.
Unlike Facebook, Google has a vital business relationship with Apple. Google pays approximately US$9 billion to US$12 billion to Apple each year as the default search engine on the iPhone.
Aram Sinnreich, a professor of communications at American University, said that moving the mechanism of analyzing online behavior and purchasing patterns from third-party tracking cookies to other places may at least make people less susceptible to privacy abuse. He said that to some extent, this is also a shot against Facebook. Facebook has vigorously promoted measures to improve privacy, but in fact “still relies heavily on tracking its business model.”
Hinrich said: “Apple, Amazon, and Google have more diverse business models. In these business models, tracking is important, but not important.” “This is a reimagining of the digital marketing field that weakens Facebook’s Relative strength.”