The year 2024 has come, and with it, many changes must happen, especially in the technology sector and the internet in general, as many companies always announce new changes, actions or services.
And within this package, Google, one of the world’s largest brands in the segment, prepares a path considered somewhat radical by some experts.
The use of “cookies”, a tool that moves around $600 billion per year in advertising, will cease to exist. With it, it is possible to record people’s activities on the internet and companies can target according to their own interests. This involves the promotion of a product or service, for example.
This step has been tested by Google for a few years.A test now will be carried out as follows: About 1% of people who use the Chrome browser will no longer have this tool available.
To get an idea of the impact, Chrome accounts for 65% of worldwide internet traffic.This makes it three times more popular than Safari, for example, considered the second most used browser on the planet.
Marketing professionals argue that the software designs introduced to replace cookies are not enough to solve the problem as a whole.
For Anthony Katsur, chief executive of IAB Tech Lab, the industry is far from being prepared. He also argued that the company should give more time for this process to take place, as well as change the date. Doing so in the fourth quarter could generate huge losses. “The time is still bad. Launching it during the part of the year where there is the highest revenue generation is, directly, a terrible decision,” says Katsur.
But there is another side to this story. Consumer advocacy organizations claim that third-party cookies are invasive regarding user privacy. This is because it is possible to compile a very detailed profile, which includes sensitive information.
But this is not the first company to make changes in this direction. Firefox, Mozilla, and Safari, Apple, have already imposed limits on cookie tracking. Now, after being postponed so many times, Google seems firm in the decision to ban them from their browser.
The future is uncertain. What is known is that companies working with advertising will need to work hard to reverse a scenario that appears to be very unfavorable. For this, they will need to rely on highly skilled employees and top-notch equipment, such as gaming laptops.