Deirdre Bosa joins ‘The News with Shepard Smith’ to report Google will no longer sell ads to consumers based on their browsing history. Google says it will be using what it calls a “privacy sandbox” to target ads to individuals by allowing advertisers to aim at aggregated groups with similar interests. Subscribe to CNBC PRO for access to investor and analyst insights on Google and more: https://cnb.cx/3dIH56N

Google on Wednesday clarified its plans for targeted advertising, promising not to use other ways to “track” users around the internet after it ends support for cookies in Chrome by early 2022.

The company said in a blog post it will only use “privacy-preserving technologies” that rely on methods like anonymization or aggregation of data. Google announced plans in January 2020 to end support for third-party cookies, which fuel much of the digital advertising ecosystem, in its Chrome browser within two years.

The blog post from David Temkin, director of product management for ads privacy and trust, said the search giant had received questions about whether it will “join others in the ad tech industry who plan to replace third-party cookies with alternative user-level identifiers.” Ad tech players have been working on ways to balance consumer privacy while maintaining personalization in advertising after they can no longer use cookies.

“Today, we’re making explicit that once third-party cookies are phased out, we will not build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products,” the Google post said.

Cookies are small pieces of code that websites deliver to a visitor’s browser and stick around as the person visits other sites. They can be used to track users across multiple sites to target ads and see how they perform. Google said last year it would end support for those cookies in Chrome by early 2022 once it figured out how to address the needs of users, publishers and advertisers and come up with tools to mitigate workarounds.

To do so, Google launched its “Privacy Sandbox” initiative to find a solution that protects user privacy and lets content remain freely available on the open web. Google said in January it was “extremely confident” about the progress of its proposals to replace cookies, and that it plans to start testing one proposal with advertisers in Google Ads next quarter. That proposal, called “Federated Learning of Cohorts,” would essentially put people into groups based on similar browsing behaviors, meaning that only “cohort IDs” and not individual user IDs would be used to target them.

Google says this is about how its own ad products will work, and it would not be restricting what can happen on Chrome by third parties. The company said it wouldn’t use Unified ID 2.0 or LiveRamp ATS in its ad products but wouldn’t speak specifically about any one initiative.

Unified ID 2.0, an initiative that some top ad-tech firms are working on together, would rely on email addresses that are hashed and encrypted from consumers who give their consent. Public company LiveRamp also has what it calls its “Authenticated Traffic Solution,” which it says involves consumers opting in to gain control of their data, and on the other side, brands and publishers being able to use that data.

Temkin said in the post that other providers “may offer a level of user identity for ad tracking across the web that we will not — like PII graphs based on people’s email addresses.”

“We don’t believe these solutions will meet rising consumer expectations for privacy, nor will they stand up to rapidly evolving regulatory restrictions, and therefore aren’t a sustainable long term investment,” the blog post says. “Instead, our web products will be powered by privacy-preserving APIs which prevent individual tracking while still delivering results for advertisers and publishers.”

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Let’s learn the difference between 1st party & 3rd party cookies, the consequences of cookieless updates, and tips to prepare for cookieless advertising!

RedTrack is advanced affiliate marketing tracking & analytics platform, helping affiliates and media buying teams around the world get higher ROI.

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#3rdpartycookies #cookielessupdates #googleprivacysandbox

00:00 – 00:58 intro
00:58 – 1:55 3rd party cookies vs 1st party
1:55 – 3:18 example of cookies usage
3:18 – 05:54 privacy updates
05:54 – 07:43 google privacy sandbox
07:43 – 11:52 tips to prepare for cookieless advertising

Hi! I’m Lannie Byrd, chief operating officer at MHP/Team SI.

We keep bringing you updates on the latest on what’s going on with marketing, and specifically, we’ve had a lot of conversations about user identity and third-party cookies, and Google and Apple and Facebook and what they’ve been doing with third-party cookies.

Well, the big news this week is that Google is delaying its deprecation of third-party cookies from its original date of January 2022 until at least late 2023.

Remember, third-party cookies are just one of the many identification methods used online to help target users.

We are seeing similar privacy moves from Apple, Safari, and Facebook, and even Google is doing the same thing on their Android smartphone, taking away some of the keys we have to be able to tell who someone is online and targeting them with ads. 

Now, Google has announced that they will slowly phase out their Chrome web browser’s ability to accept third-party cookies over a three-month period in late 2023. The latest stats show that Chrome holds about 65% of the web browser market overall, so it’s a significant move for Google.

The big deal is that this was supposed to happen in January 2022, and now it’s happening almost two years later — 18-months to two years later, they’re not really sure.

Google has also told us that they’re ending their FLoC trials, which was basically a new method for targeting users within their Google Privacy Sandbox on July 13th. 

Now, there’s a lot of reasons for this. One of them is that the ad industry isn’t ready, but the big one, though, is that, in Europe, with the European Commission and in the UK, there’s a lot of anti-trust trials going on and lawsuits, basically where people are claiming that it is unfair for Google to own both the browsing platform, Chrome with 65% of users worldwide, and the ad serving platform Google Ads which include AdWords, and different components, Double-Click that they’ve put together in their Google Ads platforms.

So, most of these delays are really coming from the anti-trust lawsuit pressures.

The real question for you and me is “what do we do about this delay for marketing and reaching out to our own consumers?”

Here’s what we’re going to do at MHP/Team SI. We’re really going to hold the course of what we’ve been planning on doing. We’ve been testing out new methods and ways of identifying people online — whether that’s identifying them with first-party data, implementing CRMs, or other things like that. We’re going to keep doing that. 

Google’s change actually gives us more time to react, but as with everything online, and data targeting methods and platforms, and user behavior, it’s always changing. It’s always something new.

Change is the biggest constant in the marketing world today.

Here at MHP/Team SI, we really approach change in a methodical, data-driven way, allowing us to experiment with a variety of different methods and platforms to develop new best practices to implement for all of our clients.

If you want to have a deeper conversation about how all these changes from Google and Apple and Facebook really mean for your business’s marketing, we’re happy to engage with you. If you’re a client of MHP/Team SI, your account team should be bringing these up and discussing this with you. If you’re not a client, and you want to learn more about what these changes mean for your business and actually how you can take advantage of those changes, we would be happy to go ahead and have that conversation with you and start planning how your business can grow throughout these changes.

If you have any questions, feel free to reach out.

Contact Us
Website: MHPTeamSI.com
Email: [email protected]
Phone: 501-376-0321

MHP/Team SI
Little Rock
2300 Cottondale Lane, Ste. 300
Little Rock, Arkansas 72202

MHP/Team SI
Northwest Arkansas
1800 S Osage Springs Drive, Ste. 225
Rogers, Arkansas 72758

TURTLEDOVE, a key proposal in the Privacy Sandbox, allows marketers to target ads — without using third-party cookies. Here’s how it will work.