No time now?
Google announced that it will no longer display ads that can track people across multiple websites. This equates to the end of the ad for the current design.
Google wants to refrain from showing ads by evaluating the browsing behavior of its users. However, this personalized advertising is particularly effective and therefore attractive to advertisers. The inventory that cannot be allocated is nowhere near the price of the customizable display space.
Technologies for individual users are being abandoned
It specifically reads Google promised And therefore. After tracking cookies expire, the search giant will not develop alternative technologies or use existing technologies that users can track.
In the corresponding blog post, Google Manager David Temkin becomes clear:
“To keep the internet open and available to all, we must all do more to protect privacy – this not only means terminating third-party cookies, but also any technology used to prevent individuals from surfing the Internet and tracking the Internet.”
On closer examination, Google’s ad remains radical, but it only makes sense in light of efforts to find alternatives progressing two years ago. With th Privacy Sandbox Google already proposed concepts for a non-tracking network in 2019, and thus it has garnered some praise as well Much criticism from privacy advocates capturing.
Google promises the equivalent alternative – no tracking
In particular, Google wants to expand one package metric in the future – the so-called FLoC. “Unified group learning” aims to bring large groups of people together in groups and act on the commonalities of group characteristics. This approach effectively aims to “disappear in the crowd” of individuals. Device internal processing is used to protect browser history.
In the latest FLoC technology tests, the Google Ads team found that advertisers can expect at least 95 percent of past conversions. Unlike humeral tracking, FLoC depends more on individual parameters, such as the quality of the clustering algorithm and the target group to be reached. Now that Google has tuned in technology for over a year, we can assume that a mature alternative to cookie tracking expiration will be offered.
In the second quarter of 2021, the search engine giant wants to make FLoC-based groups within Google Ads available to early advertisers. David Timken is convinced that it offers a solution equivalent to previous targeting methods and at the same time can protect the privacy and security of browser users.
No publicity is expected to be waived
Not advertising to Google would be economic suicide. In the last quarter of 2020 alone The group generated sales of $ 31.9 billion through ads in the internet search environment – totaling nearly $ 47 billion in sales. Hence, ad turnover is about two-thirds of group turnover.
Ultimately, not much will change for advertisers. Google’s competitors, especially Facebook, are likely to sweat. For the blue giant from Palo Alto, it was not until now possible to imagine doing the tracking with cookies, fingerprints, or any other way. A recent Google ad is almost certain to spark a frantic hustle and bustle here.