The digital advertising world is changing rapidly due to privacy concerns and regulatory needs, and the shift is affecting how advertisers target customers. Starting in 2025, Google to stop using third-party cookies in the world’s most popular browser, Chrome. The cookies are data files that track our internet activities in our browsers. The cookie collects information sold to advertisers, who use this for targeted advertising based on user data.
“Cookies are files created by websites you visit. By saving information about your visit, they make your online experience easier. For example, sites can keep you signed in, remember your site preferences, and give you locally relevant content,” says Google.
In 2019 and 2020, Firefox and Safari took a step back from third-party cookies. Following their footsteps, Google’s Chrome allows users to opt out of the settings. As the cookies have information that can identify a user, the EU’s and UK’s General Data Protection Regulation (GDPR) asks a user for prior consent via spamming pop-ups.
Once the spine of targeted digital advertising, the future of third-party cookies doesn’t look bright. However, not everything is sunshine and rainbows.
While giants like Amazon, Google, and Facebook are burning bridges by blocking third-party cookies to address privacy concerns, they can still collect first-party data about a user from their websites, and the data will be sold to advertisers if a user permits, however in a less intrusive form. The harvested data won’t be of much use to the advertisers, but the annoying pop-ups being in existence may irritate the users.
One way consumers and companies can benefit is by adapting the advertising industry to be more efficient. Instead of using targeted advertising, companies can directly engage with customers visiting websites.
Advances in AI and machine learning can also help. Instead of invasive ads that keep following you on the internet, the user will be getting information and features personally. Companies can predict user needs, and via techniques like automated delivery and pre-emptive stocking, give better results. A new advertising landscape is on its way.
Google's latest update to its Messages app, dubbed Gemini, has ignited discussions surrounding user privacy. Gemini introduces AI chatbots into the messaging ecosystem, but it also brings forth a critical warning regarding data security. Unlike conventional end-to-end encrypted messaging services, conversations within Gemini lack this crucial layer of protection, leaving them potentially vulnerable to access by Google and potential exposure of sensitive information.
This privacy gap has raised eyebrows among users, with some expressing concern over the implications of sharing personal data within Gemini chats. Others argue that this aligns with Google's data-driven business model, which leverages user data to enhance its AI models and services. However, the absence of end-to-end encryption means that users may inadvertently expose confidential information to third parties.
Google has been forthcoming about the security implications of Gemini, explicitly stating that chats within the feature are not end-to-end encrypted. Additionally, Google collects various data points from these conversations, including usage information, location data, and user feedback, to improve its products and services. Despite assurances of privacy protection measures, users are cautioned against sharing sensitive information through Gemini chats.
The crux of the issue lies in the disparity between users' perceptions of AI chatbots as private entities and the reality of these conversations being accessible to Google and potentially reviewed by human moderators for training purposes. Despite Google's reassurances, users are urged to exercise caution and refrain from sharing sensitive information through Gemini chats.
While Gemini's current availability is limited to adult beta testers, Google has hinted at its broader rollout in the near future, extending its reach beyond English-speaking users to include French-speaking individuals in Canada as well. This expansion signifies a pivotal moment in messaging technology, promising enhanced communication experiences for a wider audience. However, as users eagerly anticipate the platform's expansion, it becomes increasingly crucial for them to proactively manage their privacy settings. By taking the time to review and adjust their preferences, users can ensure a more secure messaging environment tailored to their individual needs and concerns. This proactive approach empowers users to navigate digital communication with confidence and peace of mind.
All in all, the introduction of Gemini in Google Messages underscores the importance of user privacy in the digital age. While technological advancements offer convenience, they also necessitate heightened awareness to safeguard personal information from potential breaches.