|
Getting your Trinity Audio player ready...
|
In recent publication on the chromium.org blog, Google announced that it will stop using third-party cookies on websites visited using its browser, Chrome. With this decision, many people wondered if it would be the end of cookies and, mainly, how browsing data will be tracked.
According to the company, the decision is part of the “Privacy Sandbox” initiative, launched in August 2019, with the aim of improving privacy on the network.
Other browsers, such as Safari and Firefox, have already made changes focused on security and privacy, but to understand the impact of the decision regarding Chrome, we need to understand the importance of cookies and that of Google's browser itself.
What are cookies and what are they for?
Cookies are simple text files that store the user's activities on the internet, with the aim of making browsing more practical, configuring some information automatically. More than that, cookies have the main function of storing analytical information about your browsing history.
Therefore, when we enter a website, various information is stored in the cookie, such as browsing time, pages visited and other data that can be used by companies, such as in marketing campaigns. remarketing, for example.
The importance of cookies for companies
Another important point to understand the impact of end of cookies is to understand the importance of digital tracking for companies. To give you an idea, a recent study showed that 65% of global investments in digital advertising would be concentrated on programmatic media.
Programmatic media is an intelligent and extremely assertive way of buying media and depends on the use of cookies. In addition to media buying platforms, we also have large companies, such as Google and Facebook, that use cookies in their remarketing tools.
Evidently, if Google is giving up the use of cookies, there are certainly plans for the digital giant to obtain data in other ways. Let's understand.
The data and browser market
Google Chrome has 69% of accesses via desktop and 40% on mobile. Absolute leader. It is followed by Safari and then Firefox. Thus, the end of cookies It would only really be enacted if Google wanted it.
There are other ways, of course, of obtaining user information. O big data It's only growing and it wouldn't be smart to put an end to this information. If a user is somehow logged in to an email, for example, and browsing normally, their data will already be tracked in some way.
Although digital media platforms also have user information, they are restricted to their own browsing data.
Thus, we have a new era in the information market. The login era. ID becomes more important than ever and the daddy of them all continues to be Google. To give you an idea, in 2018, Gmail surpassed 1.5 billion of active users in the world.
Privacy x Big Data
The end of cookies It should only occur in mid-2022. Until then, the market will have to adapt, seeking alternatives for data collection and analysis. In the era of Big Data, what has prevailed is the search for privacy. The importance and need to keep users aware of their data collection, as well as its subsequent use by companies, is increasingly understood.
In this context, data capture and analysis gain even more importance. Within this scenario, the generation of quality content and total transparency in the forms of data capture and processing (use of double opt-in, privacy policies, more visible forms of unsubscription, etc.) will be boosted and valued.
At the time of ball digital marketing strategies, we will be increasingly funneling towards companies that are most prepared in data intelligence and strategic planning.
And those that already work ethically and transparently will stand out.
Want to speak to a Vero Contents expert? Just click HERE.
Marcel Castilho is a specialist in digital marketing, neuromarketing, neuroscience, mindfulness and positive psychology. In addition to being an advertiser, he also has a Master's degree in Neurolinguistic Programming. He is the founder and owner of Vero Comunicação and also the digital agency Vero Contents.
Comments are closed.