The world’s best search engine has now decided to make drastic changes to how companies use the online data of the users and advertisers are not particularly very happy about it.
The Phase-out of “Cookies”
The $600 billion a year online ad industry shall see the biggest changes if the use of cookies is changed or altered.
For the uninitiated, cookies are small files of information that log the internet users’ activity across websites. This in turn is used by advertisers so that they can target the users with relevant ads.
A limited test for 1% of people shall be started starting Thursday. This shall be done for Google’s chrome browser, which is notably world’s most popular browser.
By the end of the user, google plans to eliminate the cookies for all the users of Google Chrome.
Industry Needs Be Educated About Replacement Technologies
In order to ensure smooth transitioning or necessary survival, marketers, advertising technology companies and web publishers are formulating the plan to work through this. However, they have also said that California based company has not taken enough measures to educate the market about this and the change.
Anthony Katsur, chief executive of the IAB Tech Lab, said that the industry is only ear-ready when it comes to the tools that have been introduced by Google.
The IAB Tech Lab is an ad-tech industry trade group that is funded by its members including Google.
As per him, before eliminating cookies, Google should give sufficient time to people to ensure that the replacement technologies do their jobs. He also said the company’s complete ban plan for the cookies next year can also be potentially brutal for the entire industry. Also, doing so at the most important quarter as what makes it even worse.
He said “The timing remains poor Launching it during the industry’s greatest revenue-generating part of the year is just a terrible decision”.
However, on the other side, Google execs say that the same has been carried out by extensive collaboration with the entire internet ecosystem.
They said that many in the advertising industry have urged Google to go ahead with the changes.
Anthony Chavez, a Google VP, who has been overseeing the changes said that the replacement technologies for cookies is intended to meet the business goals without impacting the consumer privacy.
