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. Without this feedback, marketers will receive a lower return from advertising and would hence pay publishers less”. Marketers for an Open Web also voiced concerns, saying that “marketers rely on cross-publisher IDs to measure and improve how well their advertising works across the open web. “Without a sustainable identity solution to replace the cookie when Google makes the change, large parts of the advertising ecosystem will cease to function as they do today.”Īccording to a recent survey by Adform, 90% of brands in the UK do not have a solution in place for when support for third-party cookies will be withdrawn. “Chrome’s plan to switch off third-party cookies in the name of user privacy is definitely starting to loom on the horizon with the initial two-year window it suggested meaning sometime towards the end of 2021,” said Phil Acton, country manager of UK and BeNeFrance at Adform. 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.
0 kommentar(er)
