News | 5 Min Read
Posted on: Thursday March 18, 2021Reading Time: 5 minutes
Google recently announced that it would stop targeting online ads based on the browsing history of an individual. In fact, according to several reports by Mashable, it won’t be coming up with any tools to track specific user data.
Making these important announcements about its Google Ads and Commerce blog, it further added, “Keeping the internet open and accessible for all requires each of us to bring more to the table concerning privacy and protection. This would not only mean an end to third party cookies but also to any other technologies that may be tracking a person’s activities as they browse the web”.
This latest move by Google is likely to have potential implications for smaller digital marketing companies in Dubai and around the world that used cross-site tracking. They have accused Apple Inc. and Google of using privacy as a base for changes that would bring a loss to competitors. Both tech giants have indicated that they seek to rein user tracking in different ways. However, Facebook opposes this decision claiming that individualized ad targeting is a major source of attracting customers for small businesses, which would otherwise be difficult for them.
According to some analysts, with the end of cross-website tracking, Google could stand to benefit since it’s less dependent on data from other companies. It actually collects data directly from its users through YouTube, Google Search etc. In that case, it would still be using “first party” data to target ads shown on the websites. Mostly, other large advertisers also collect a lot of first-party data from their users. Certainly, if this happens, people who have the most third party data will perform the best.
Moreover, this announcement by Google on Wednesday covered only unique website identifiers and ad tools. Mobile apps were not a part of this. Thus a considerable portion of the digital ad ecosystem won’t be affected. 68% of the spendings from 2020 belonged to Mobile ads. However, this figure included mobile versions of websites and not just mobile apps.
Google further mentioned that “People don’t have to accept being tracked across the web in the name of the relevant advertising and its benefits. Also, to get the performance benefits of digital advertising, companies don’t need to track consumers across the web.
Google’s declaration about not using alternative tracking technologies has created distortion among the ones who were to replace third-party cookies with other software to track their consumers closely through means like email addresses.
This announcement has led to the beginning of a war of words among different companies and experts. Facebook CEO Mark Zuckerberg already said earlier in January that “ Apple probably has all the incentive to use its dominance to interfere with the working of most apps”.
Source: Business Standard