Google Chrome to block cookies
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.
No more third-party data
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.
How will companies benefit?
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.