Will Google Kill Targeting? / ITech content

Contents:

• Cookie - more than surveillance
• The death of the cookie

In March 2021, Google announced plans to stop supporting third-party cookies in the Chrome browser by the end of 2022. Cookies are small text files that collect data about users and their actions on the internet. They allow websites to remember information about user preferences, but this also raises privacy concerns. Users risk losing control over their data if they are not aware of how information is collected. Advertisers, in turn, are unhappy with the changes, as they may complicate ad targeting and reduce the effectiveness of advertising campaigns. Skillbox Media experts explain how the new rules may affect the digital advertising market and what alternatives may emerge in the face of restrictions.

Cookies - More than Tracking

Cookies are small pieces of data that are transmitted by web servers and stored on users' devices. They contain a variety of information, such as identifiers, geolocation data, Wi-Fi connection information, browsing history, and addresses of pick-up points for online purchases. Using cookies improves the user experience by providing personalized content and ease of navigation on websites.

Data collected on the website is used to analyze and improve the service's performance, as well as to target advertising and measure its effectiveness. For example, if the system detects that a 33-year-old man is visiting the site with an interest in bicycles and Mumiy Troll music, advertisers can target him with bicycle-related ads and rock concert announcements. This approach allows for the creation of more personalized and relevant content for users, increasing the likelihood of ad engagement and improving the overall user experience.

Cookies play an important role not only in advertising but also in user experience. They allow you to store login information, eliminating the need to re-enter your username and password each time you visit a website. However, Google has decided to gradually phase out support for third-party cookies in its Chrome browser. This is due to the company's intention to eliminate user tracking technologies, based on security and privacy concerns. These changes could significantly impact user experience and webmasters' methods for analyzing audience behavior.

Information contained in session authentication cookies, such as username, password, or credit card number, must be encrypted before being sent and stored on a second-level domain. Cookies must be transmitted over the HTTPS protocol, ensuring the protection of user data. Responsibility for secure cookie transmission lies with web developers, who set the necessary security priorities. Therefore, compliance with these standards minimizes the risk of confidential information leakage and increases the level of user protection online.

Many website owners do not pay sufficient attention to the security of their resources, which opens the door for attackers. By exploiting vulnerabilities in various services, they can steal user data. Having obtained this information, attackers can, for example, make purchases in online stores using bank cards stored in the victim's account. Ensuring website security and protecting user data are becoming increasingly important for all online resource owners.

Banks are creating trusted lists of companies that don't require additional SMS confirmation for purchases. This can lead to users not realizing that orders have been placed in their name. Most often, such purchases are made to third parties, making it difficult to track the order chain and detect fraudulent activity. It's important to be attentive and regularly check your bank statements to avoid unpleasant situations and protect your finances.

Given the increase in online fraud, experts recommend always logging out, clearing cookies, and changing your password at least twice a year. These simple steps will help protect your personal information and prevent unauthorized access to your accounts. Regularly updating passwords and maintaining online security are important aspects of data protection in today's digital world.

The Death of Cookies

Earlier this year, Chetna Bindra, Google's product manager for user trust and privacy, announced the company's plans to replace third-party cookies with an alternative tracking technology called FLoC. This technology makes it possible to analyze user behavior online and group them into large clusters based on similar interests. As a result, advertisers will not have access to detailed information about specific users, and all data will be anonymized. This change is aimed at increasing user privacy and improving their online experience.

People are not required to agree to online tracking to improve ad relevance. Advertisers also should not be required to track users to maximize the benefits of digital advertising. David Temkin, Google's Director of Product Management, emphasizes the importance of respecting user privacy in the modern digital marketing environment. Maintaining privacy should be a priority for all market participants, which will help create a more ethical and transparent environment for online advertising.

Maria Litoshina, Director of Digital Communications at Media Wise, notes that FLoC (Federated Learning of Cohorts) will eliminate traditional gender and age targeting. Instead, advertisers will be able to focus on user insights and behavior, as well as create segments based on a variety of behavioral patterns. This innovation will open up new opportunities for more precise and effective marketing based on an understanding of the real interests and preferences of the audience.

The trend of targeted advertising has been ubiquitous in the market for several years. Advertising platforms like Facebook and Yandex offer the ability to customize targeting using various parameters, allowing advertisers to select the specific interests of their target audience. This facilitates more effective engagement with potential customers and increases the conversion rate of advertising campaigns. Targeted advertising is becoming an important tool for achieving business goals and optimizing advertising budgets.

Google is promoting FLoC as a cookie replacement, claiming that this new technology will be just as effective and will provide advertisers with at least 95% of the previous conversion rates. Users who have updated their browser to Chrome 89 are already participating in FLoC testing. This initiative aims to improve online privacy by offering safer and more anonymous ad targeting options.

Apple stopped supporting third-party cookies in Safari back in 2020, and the Mozilla Foundation did the same in Firefox in 2013. Meanwhile, Chrome continues to dominate the market with over 60% share, while Safari holds 19% and Firefox holds less than 4%. This highlights the significance of browser privacy policy changes and their impact on users and advertisers.