Google is changing the way ad tracking works | Instant News

Google will eliminate third-party cookies in its Chrome browser next year and will stop selling ads based on your browsing history. You no longer have to track yourself across the entire network to understand your interests and target you with ads everywhere.

The company also said Blog post On Wednesday, it will not replace cookies with some other personal tracking technology. Google is adopting a “privacy first” advertising targeting strategy, in which your online profile will be anonymously grouped with other people like you, and then you will get ads suitable for your cohort.

Meg Leta Jones is Professor of Communication, Culture and Technology at Georgetown University. She said that Google itself still has many ways to obtain data about you. The following is an edited transcript of our conversation.

Meg Leta Jones: Google knows a lot about you. It has many different data sources. It has search. It has a browser. Now, it also has data analysis functions. The point is, my goodness, Google has so much data. They are also the gatekeepers to many of these other sources of information.

Molly Wood: If this is the banner of Google selling products, will this move improve consumer privacy? is this real?

Jones: Google’s strategy is to protect privacy more. But for consumers, it is increasingly dependent on Google, which may bring some potential problems. It was recently in the advertising industry. Of course, it is already in front and in the middle. Therefore, critics believe that this in itself is not appropriate in terms of consumer privacy.

wood: I want to be honest. It sounds like this will not be of great help to my consumers.

Jones: I think this might help you. I would say that this change will cause a series of chain reactions. It will lead to many other changes, which may be helpful to consumers. It does not replace Google’s position in the advertising ecosystem. But this will indeed shake it, and I think it can bring benefits to consumers.

wood: We are making such incremental improvements to this privacy system. However, I want to know that, in the final analysis, advertisements are mainly aimed at offenders, right? If we just get rid of this, can we stop the many scams around who follows whom, where and how?

Jones: Targeted advertising makes me vulnerable to some bad shoe ads and also makes me vulnerable to foreign actors (for example, robots targeting robots). So it’s of course important for people to pay attention to the tools they use, but I think it’s also important to continue to pressure decision makers to pass meaningful data protection laws at the state and federal levels.

wood: Therefore, Google is already in this favorable position. It has a lot of data about us. It has a variety of methods for collecting data, including the same companies it owns, including Fitbit. What does getting rid of these third-party cookies mean to other companies, other publishers and other e-commerce sites? How does it affect them?

Jones: Well, they will rely on Google advertising tools as always. Of course, the industry most likely to be disrupted is advertising networks, which operate outside of these dominant tools and are trying to compete with Google and Facebook for advertising revenue. They are trying to find new and creative ways to track users, essentially providing customers with values ​​that are different from those offered by Google and Facebook through their advertising tools.

wood: So, potentially, this means that our interactions with other ad networks on the web may become more annoying, because there will be more public attempts to obtain our data, or just sneaky?

Jones: I would say this is more aggressive or more annoying. This will depend on how ad networks other than Google and Facebook change their tracking strategies to see how these consent notices change in the future. But this may be as annoying as it is currently, which is very annoying.

wood: What will some ripple effect be? As a result, what will happen in the digital advertising industry?

Jones: You may change other situations. In this way, competitors have the opportunity to join in. Therefore, when cookies first appeared, they actually made the Internet a viable alternative to the AOL giant, which was completely spent at the time. For these large giants, the vision is a decentralized advertising space, in which you can have an online magazine, which can raise funds for itself, and can obtain value from advertisers based on these tracking indicators. When we start to reconsider the model and how we track users and provide advertising value, I think then it is possible to make different browsers more competitive, and different content delivery mechanisms may also make advertising revenue more competitive. force.

Related Links: More Insights from Molly Wood

First of all, this is a postal Explain third-party cookies, just in case you still need to review them.

There are never-ending views, comments, and ideas about what Google is doing here and how it might work. It is often said that Google is terminating this third-party tracking because it has discovered a better way to continue to target users with ads based on its huge treasure trove of data.

It must be so. Google itself may not need all the data collected about us in order to understand our buying needs, which is actually not difficult to understand. It still does require a lot of data, so artificial intelligence can be trained. It can still use all its data to convince advertisers that even similar products are better than those offered by competitors. Google may have invented a modern digital ad tracking infrastructure and will now open, Which will harm many companies built on this infrastructure.

But the fact is that Jones is right. This is ultimately a major change, plus another major change, that is, Apple not only introduced a new nutrition label, it will also make people Opt out of personalized advertising tracking. Therefore, in the end, the wind is changing. Companies will have to find different ways of online advertising. Our entire castle built on targeted advertising and personal information may be torn apart brick by brick. I also understand why everyone is a little skeptical that Google will start to tear down.

This is a complicated period.

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