Lawmakers around the world have voiced their concerns in recent years over Google’s vast size restricting competition in the market. Google’s decision to do away with third-party cookies comes as the tech behemoth’s market dominance is increasingly being challenged both by regulators and competitors. I’m excited to see that we’re moving away from third-party cookies as it will force the industry to think differently and wake up to reaching audiences authentically.” “The industry has lost sight of the fact that people gravitate towards the content they want to read and therefore the things they are interested in. “Finally, I hope this means that the industry will realise that context is king.” “Google’s announcement is exactly what we need it’s saying to the industry they’re not helping advertisers get around the demise of third-party cookies, either,” said Christopher Kenna, CEO of Brand Advance. However, others have argued that Google’s decision could bring about “new opportunities” for digital advertisers. In July last year, the CMA published a report on online platforms and digital advertising and warned that weak competition “undermines the ability of newspapers and others to produce valuable content, to the detriment of broader society”. The UK Competition and Markets Authority (CMA) is currently investigating the move, which it says could have a “significant impact” on not only the digital advertising industry, but online publishers such as news websites as well. Google has countered, claiming that advertisers do not need to track individual consumers, and can use aggregated, anonymised data instead. They may simply have to pay Google for the information they need. The detractors argue that, while the $2tn company will keep its own user data, other organisations will consequently be required to significantly alter how they measure user behaviour. While the move to phase out third-party cookies may be welcomed by privacy advocates and privacy-concerned consumers, it has attracted criticism from other groups, with some expressing that it may give Google an unfair advantage over its competitors.ĭigital advertisers, whose business models currently rely on tracking users and generating targeted advertising, have stated that Google will continue to have access to user data through its own products even once it has ceased support for third-party cookies. Competing web browsers Firefox and Safari already block these cookies. Third-party tracking cookies can, however, have significant implications for privacy: it can be possible for website operators to learn all about a visitor’s previous browsing history. Third-party cookies are used to gain insights into user behaviour across the web – such as the type of websites they are visiting – which advertisers then use, most obviously to most of us by advertising products which we have previously looked at.
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