Google finally will not replace third-party cookies with alternative identifiers to track users.
David Temkin, Director of Product Management at Google has stated that “Once third-party cookies disappear, we will not create alternative identifiers to track users who browse the web, and we will not use them in our products either.“
The Dilemma of the Networks and the numerous opinions have made the disappearance of cookies the key issue in recent years. The fact that companies handle a large amount of data collected through third-party cookies causes most users, according to data collected by Google, up to 72%, to think that they are being monitored and controlled by companies, and this business with their data can pose a great risk to them.
“If digital advertising does not evolve to address the growing concerns of users about their privacy and how their identity is used, the future of the free and open web is at risk,” says Temkin. For this reason, Google has been working on the design of its network for more than a year, with the intention of eliminating compatibility with third-party cookies, protecting anonymity without losing the profitability of advertisers and publishers. New digital products powered by API guaranteeing privacy.
Google has created an alternative to cookies, known as FLoC (Federated Learning of Cohorts), which remove third-party cookies from the advertising equation, hiding users among large crowds of people with common interests. This new alternative is going to be launched this week with different tests through trials of origin.
“The solutions that put privacy as the first requirement will be those that triumph in the new ecosystem”
“With this announcement, Google has not really eliminated the concept of identity, but has emphasized its marketing approach in terms of impact on people, not cookies. The declaration reinforced the value of the so-called ‘first party’ or proprietary data and consumer privacy, which will be vital issues as the industry reinvents itself ”says Miguel Laguna, Publisher Account Director, Spain and Latam, Zeotap Spain
This is a collective effort, because the user’s trust has been damaged through the previous cookies policies to third parties, so the solution is to define a balance between companies and users. From the point of view of Marketing specialists, they must advance rapidly in the integration of technological solutions.
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