Google decides to eliminate the use of third-party "cookies" by 2022
What some are calling the cookie apocalypse is potentially the downfall of a $ 565 billion industry. This is due to Google Chrome's decision to phase out support for third-party cookies, which will affect everyone in the digital media industry.
With this change, most of those who benefit from the use of cookies will have cause for concern for the next 2 years. In this period, companies that have interests of some kind in the subject should review and replace what has been one of the key principles of commerce in digital media since its inception.
Advertisers who do not want to rely on Google to collect data from their audiences will need to find out how they can tailor their strategy to achieve this.
Similarly, for more than 25 years advertisers have relied on the use of monitoring and data collection tools to develop their communication strategies, but it seems that those days are numbered. Starting in 2022, it will be significantly more difficult to identify audiences within Google Chrome, which represents more than half of installed browsers.
The tone of the response from some of the industry's leading trade bodies to this news reflected the magnitude of the challenge ahead. For example, the National Association of Advertisers and the American Association of Advertising Agencies (both US organizations), said in a statement that this change can drown out the economic oxygen that small businesses need to live.
These organizations said they were disappointed in the way Google has determined such a change by not taking into account its impact on a wide variety of industries. They also asked the company to commit to not making these measures effective until there are other equally effective alternatives on the market.
Historical Precedent
In April 2017 Apple launched its smart monitoring prevention system in its Safari browser and shortly after Mozilla did something similar in Firefox. This change has meant a great challenge to advertisers in Germany because Firefox is one of the most used browsers in this country.
With this precedent, it is expected that with the announcement of Chrome there will be an increase in CPM as happened in Germany, which will have an impact on a reduction in the advertising budgets of many advertisers. This measure is expected to also increase the costs of tools for obtaining first-hand data from users.
Advertisers have long chosen not to request contact information from those who browse their sites. This will change radically in the next few years and will help advertisers to not be dependent on browsers. Either way, Google is likely to offer other data collection solutions in the future that will allow advertisers to continue to capitalize on their audiences.
Google's concern for the privacy of its users is generating a great challenge for all companies that are part of the digital world. The next few years will surely be one of transition as the industry creates a new infrastructure around obtaining data that does not depend on cookies.
Without a doubt, this change will bring great opportunities to obtain new methods of gathering and monitoring audiences. Tell me if you agree with the Chrome measure and how you think it will affect the user experience when viewing ads.
