Google has officially said that they will no longer track users as they browse online or use trackers in their products once third-party cookies are phased out from its Chrome browser. In a recent blog post, the company said its products will be powered by tech aimed at preserving privacy and thwarting the practice of tracking individual users.

David Temkin, Google’s Director of Product Management, Ads Privacy & Trust said, “People shouldn’t have to accept being tracked across the web in order to get the benefits of relevant advertising, and advertisers don’t need to track individual consumers across the web to get the performance benefits of digital advertising.”

Over the years third-party cookies have played an integral role in the digital advertising business. The cookies store user data to help improve the experience you have on a website and will track your activity online as well as serve targeted ads. So this move won’t mark the end of targeted advertising but instead will give internet users more of a say in what they are seeing.

Users are actually going to have a lot more control from a privacy perspective, and many may opt in and decide not to change any of their settings. Recently, Apple announced an update to its iOS 14 platform for iPhones and iPads that will feature a tool called App Tracking Transparency to alert users to how their data is being tracked.

The feature has drawn the ire of Facebook, which claims businesses will have to turn to other sources of revenue that could benefit Apple financially. The social network is rolling out its own privacy prompt in response.

Google, Facebook and Amazon have dominated the share of the U.S. digital ad market.  These three companies were forecast to account for more than 62% of digital ad revenue by the end of 2020.

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