Google has initiated a paradigm shift by eliminating third-party cookies from its Chrome browser starting from 4 January 2024. This decision has a significant impact on our experience of browsing online, and raises important questions about privacy and digital advertising.
What is a Cookie and what are its functions?
Cookies are small text files that are saved on our devices when we visit a web site. To improve the browsing experience and provide personalized services and advertising. There are two main types of cookies: technical and profiling.
- Technical cookies to improve the browsing experience by storing information that allowing the website to remember the choices a user can make when you navigate from one page to another, we consider the settings of the language, or the products that we have added to the cart, thus ensuring ease of browsing. These data do not require explicit consent, and are for the exclusive use of the owner of the service.
- Cookies profilinginstead, collect information related to the interests of the users, allowing an analysis of the behaviour of individual visitors. The data are then used to offer advertising content, even when the subject site navigation is abandoned.
The cookie profiling can be first or third party and in need of a consent. The data of the first part are those collected directly by the owner of the website and refer to interest encountered during the navigation of the same. Such articles has visited the user? What products added to the cart.
The third-party data are those collected from a company that offers the services of profiling outdoor which has a direct relationship with the owner of the site, which has consented to the sharing of this information to combine them with other collected on other web pages to allow processing of the profiles are very detailed. The data are collected from multiple sources, aggregated and associated with a unique identifier: the device ID. The device ID, and the behavioral characteristics associated with it, are shared with the companies that use them to enrich their data, of the first part, or to target consumers with ads.
The implications of the elimination of Cookies by Google
Google has started to remove third-party cookies from its Chrome browser. This means that about 1% of Chrome users will see the function “Protection antitracciamento”. By September 2024, the cookies of other third parties will be disabled for all users.
In this regard, on The Republic yesterday 04/03/2024 is reported in an interview with Marcello Group, Insights Director, Southern Europe Ogury, which explained that the decision to disable cookies from Google is due to the fact that the use of behavioral data associated with the device ID that is socially unacceptable and in violation of the GDPR.
This change implies that advertisers can no longer track the online activities of the users in order to provide you with personalized advertisements. However, Google has introduced the Privacy Sandbox as an alternative to cookies, although this technology is not yet widely adopted.
Companies such as Ogury are developing alternative technologies for ad targeting without the use of personal data.
Safari, Firefox, and Apple have already implemented similar functionality, demonstrating a significant impact on the industry of online advertising. The new technologies are based on the identifiers are shared, such as email addresses, and contextual targeting.
The “Personified Advertising” it is a new data model that focuses on people rather than on the identified users, ensuring privacy and claiming the advertising ecosystem online.
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