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Google and third-party cookies, is your privacy safe?

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Google and third-party cookies, is your privacy safe?

But if Google eliminates third-party cookies, is user privacy really safe? In this interview Growthackers expresses his opinion.

Reject – or more rarely accept – cookies, has now become an almost automatic gesture for those who surf the web. Yet, the most famous and debated of pop-ups is about to disappear forever from Google. With consequences that could be decisive for user privacy. Will this be the beginning of a new era in which data will finally be safe from prying eyes? How will this innovation affect the collection of information by brands and companies and how will it modify marketing operations aimed at reaching set targets?

New for 2024: Google eliminates third-party cookies

Google’s decision to eliminate, after more thirty years of use, third-party cookies from its Chrome browser, arrives at the beginning of 2024. A trend already adopted by its competitors, to pay more attention to user privacy and offer them more control while browsing. Is there a specific reason why browsers like Firefox and Safari have already abolished third-party cookies and Google is only now? How will this affect user search? How are those who work in the online advertising sector equipping themselves to deal with this change?

Interview with Michelangelo Aquino, CTO and co-founder of GH Srl

Will eliminating third-party cookies surely have an effect on the detailed, non-consensual tracking that users are exposed to on the internet?

This will limit the ability of websites to collect data, offering a more controlled level of privacy for the user. However, a scenario looms in which, in all likelihood, there will be a race to find alternatives. For example the fingerprinting or AI-based techniques, methods that are less transparent and more difficult to control. Furthermore, the possibility remains open that the data may be received from other sources. Such as first-party cookies, provided by the user knowingly to the site or app. However, there are still open questions regarding its use.

Google eliminates third-party cookies, but is user privacy safe?

Certainly the introduction of a tool like the Google Sand Box, the alternative to third-party cookies, seems to be moving in the direction of user protection. Offering advertisers a series of technologies useful for packaging targeted advertising messages and without incurring any type of tracking. This is an innovative solution but still in the testing phase. Interesting because it aims primarily at protecting web users without penalizing publishers, advertisers and developers.

How will user search change? And what will change for publishers and advertising investors? The future scenario between privacy and review of marketing strategies.

There will be repercussions at the level ofcustomization‘ and ‘relevance’ of advertisements. The content displayed will be less relevant to the user’s preferences as the lack of some data will reduce the ability of Google and its algorithms to show content specific to the user in question. For these reasons, it will be essential to concentrate more and more resources and time on the production of content, both textual and visual. Leaving the decision on who is the most targeted person for the content produced to the platforms and algorithms. Companies like Meta or Google have more and more in their hands data and information. Combined with the extensive use of AI, they allow us to precisely establish which people are most likely to use our product or service.

There will necessarily have to be a goodbye to some of the marketing strategies that we have always been used to using. Encouraging the use of new and even new acquisition channels that have emerged in recent years. Among these, the CTO of GH considers the implementation of tracking via external servers essential. As well as using offline tracking techniques and implementing AI. While in terms of targeting e ROI the difference will be made by the quality and quantity of the content produced.

The new strategies will inevitably have to take into account the new and more stringent limits imposed by Google, forcing those who invest in online advertising to abandon some techniques which, however profitable, can no longer be adopted. However, as Michelangelo Aquino suggests, “The online world has always been characterized by the presence of two cornerstones: continuous study and the ability to keep up with the times. Since Apple’s suppression of third-party cookies, technologies such as monitoring via external servers or the more accurate use of user data as well as artificial intelligence have arisen, which have made it possible to maintain stable, and in some cases also to improve the performance of its marketing activities.

Google deletes third-party cookies. In what terms will the future of online advertising campaigns change with respect to this innovation?

At GH we firmly believe that it is not possible to adapt the world and the ecosystem to ours need. We must be the ones to adapt to new things. By exploiting the potential offered to us: we operate in a sector that constantly evolves, and what works today does not necessarily work tomorrow.

In the last half of 2023, and in the first quarter of 2024, we decided to invest strongly on solutions that allow us to increase the production of content both on a quantitative and qualitative level. We have strengthened the media division, increasingly verticalizing it on the creation of human-centric graphics and videos. That is, based on the study of behavioral data of users on the platforms, on the analysis of competitors and on some key principles of neuroscience.

Beyond this, further specialization followed copy department, where we have steadily integrated generative artificial intelligence into the production process. The further development of this incredible new technology is designed to give us a push to overcome the difficulties that the suppression of cookies may bring.

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