The next two years are going to be complicated for the Internet advertising industry . The elimination of third-party cookies in Google Chrome will take place by the end of 2023 , which will lead to a paradigm shift in the industry. Today we touch on some of the alternatives that Google is preparing for cookies .
Not only will Google’s browser stop using cookies, but also Android , its operating system. This change will affect the way apps and mobile advertising are monetized.
Privacy Sandbox, the alternative to cookies
Google has been working for some time on Privacy Sandbox , a series of proposals that seek to replace the cookie market in the advertising business. The goal is to continue maintaining the connection of user data with the companies that need it.
Privacy Sandbox will improve user privacy and data transfer. Google will change the way it compiles data and also the way it feeds companies that want to segment their advertising based on data previously collected by cookies.
That is, Google wants to maintain the
A commercial purposes that support the web and protect users with more privacy. All with a change of roles and paradigm that will probably destabilize the market in its transition.
Topics: One of the Privacy Sandbox Tools
If we view Privacy Sandbox as a toolbox, Topics is the wrench inside. Its proposal is to change the way Google serves user preference data .
Topics creates a list of 3 random topics based on the last 3 weeks of a. User’s buy telemarketing lead browsing history. This way, it doesn’t generate tracking from third-party cookies, but instead reports 3 tastes for the advertiser to use. The online advertising industry is going to undergo major changes in 2023 and 2024 due to the convenience that third-party cookies have been offering.
Are you ready for this change?
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