Will Stop Third Party Cookie Really A Cure for Our Privacy?
Google’s next big plan is that it is going to get rid of third party cookies by 2023, and this decision will impact billions of people globally and reshape the online marketing industry.
So why is it so significant and how it will impact publishers and advertiser in the future? Let us briefly discuss it today.
Google’s Chrome web browser is world-wide the most popular web browser, followed by Safari and Firefox. Unlike many other web platforms had long banned third party cookies, Chrome’s move is more likely a reactionary act due to the pressure from the upraising concerns for user privacy and people’s increasing unsatisfiction to forced cookies will irritate a huge case of unease.
This will be a big challenge for many online advertisers who heavily reply on data brought from site cookies. But I believe there will come up with solutions that help them to target customers.
And this action doesn’t mean that Google will truly give up extracting users’ information.
Google is attempting to develop its new privacy technologies out in the open via the usual process of creating web standards. It has bundled several efforts under the rubric of a “Privacy Sandbox,” a catch-all term for a bunch of different new proposals for Chrome and the web. Google’s plan is to target ads against people’s general interests using an AI system called Federated Learning of Cohorts (FLoC). The machine learning system takes user’s web history, among other things, and puts you into a certain group based on your interests. Just like Netflix and Amazon do in their Algorithms, if you like many movies that is similar to a group, then you will be allocated to a group with certain tag for that similar interests. Although we still don’t know how it will label each group of audiences, at least that we know we will not be target one by one upon each one’s personal information. Probably, it makes user feel less annoyed when target on a “cohort” level instead of on personal level.
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