Home — Seo Tips looking beyond Google’s third-party cookie death

looking beyond Google’s third-party cookie death

by Mary Sewell

30-second summary:

  • In 2020, the majority of the 181.7 billion U.S. dollar revenues came from advertising through Google Sites or its network sites
  • Even though they will be removing the third-party cookie from 2022, the search giant still has a wealth of first-party data from its 270+ products, services, and platforms.
  • The Trade Desk’s 20 percent stock price drop is proof of Google’s monopoly and why it shouldn’t enjoy it anymore.
  • Google expert Susan Dolan draws from her rich experience and details the current search scape, insights and predicts future vital themes that will arise out of the 3p cookie death.

Imagine search as a jungle gym; you automatically imagine Google as the kingpin player on this ground. This has been a reality for decades now, and we all know the downside of autonomy which is why the industry now acknowledges a need for regulation. Google announced that it would remove the third-party cookie from 2022. But a lot can happen in a year; 2020 is proof of that! Does this mean that cookies will completely bite the dust? Think again. I dive deep into years of my experience with the web to share some thoughts, observations, and insights on what this really means.

For once, Google is a laggard

Given the monopoly that Google has enjoyed and the list of lawsuits (like the anti-trust one and more), this move is a regulatory step to create a “net environment” that feels less like a net and is driven towards transparency and search scape equality. But Firefox and Safari had already beaten Google to the punch in 2019 and 2020, respectively. Safari had launched the Safari Intelligent Tracking Prevention (ITP) update on March 23, 2020. Firefox had launched its Enhanced Tracking Protection feature in September 2019 to empower and protect users from third-party tracking cookies and crypto miners.

Google’s solution to respect user privacy

Google recently announced that it won’t be using identifiers. Google is developing a ‘Privacy Sandbox’ to ensure that publishers, advertisers, and consumers find a fair middle ground in data control, access, and tracking. The idea is to protect anonymity while still delivering results for advertisers and publishers.

The Privacy Sandbox will don the FLoC API that can help with interest-based advertising. Google will not be using fingerprints, PII graphs based on people’s email addresses that other browsers use. Google will move towards a Facebook-like “Lookalike audience” model that will group users for profiling.

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