People are currently reading this guide.
The advertising industry is preparing for Google Chrome updates that resemble Apple's ITP anti-tracking update for weeks. But unlike Apple, Google's business model focuses on advertising revenue. Google Update does not imply blocking all third party cookies, but giving users the option to block or not. They will not be blocked automatically (like Apple ITP), which will make a big difference for other advertising technology providers.
There is a debate about the exact consequences of these changes, but the general consensus in the industry is that it will help advance the data transparency tendencies initiated by the General Data Protection Regulation, while at the same time harming non-contact intermediaries. direct with consumers. and lately. Third party cookies. And, as is usual in the courses, it is likely that giant technology companies such as Google and Apple will progress.
"Some companies have collected large amounts of user data in many areas for years and users do not know it," said an advertising technology manager who requested anonymity. "They created a multi-million dollar business from the back, but they are not their data, they are data editors, hundreds of companies will be affected by this update, but they have been full of activity for years." GDPR create awareness of this problem. "
Some vendors and advertising technology providers are upset by what they see as a cynical step by Google.
"Google's decision is very bad because it is highly anti-competitive," said Andrew Buckman, chief operating officer of Sublime, a provider of advertising technology. "They control approximately 80 percent of the global market with Chrome and seem to suggest that users are blocking tracking from any technology provider other than Google, another example of Google abusing their domain."
As a result, the fact that users can block cookies does not mean they do so. Ad blocking: the growth in the number of people blocking ads has been reduced from 20% to 25% in most European countries. This is only due to the limited number of people who care enough about their privacy to change the configuration proactively.
"It all depends on how Google decided to promote it," Buckman added. "If they have a big button that says" Block cookies "or if it's a configuration of several sub-menus somewhere, the absorption will be very different."
Source : Digiday
