Google's plan for ad targeting without third-party cookies

[Dimaeiya333]

Google is outlining new privacy-focused ad targeting strategies that will replace tracking cookies.
In the digital age, where web browsers have decided to phase out third-party cookies , online advertisers face a new challenge. How can they effectively target ads to customers without relying on traditional tracking methods? This article looks at alternative approaches that advertisers can use to achieve their marketing goals .

Transition to the "era of prediction"
Google unveiled its vision for a cookie-free future as the company plans to phase out third-party cookies in its Chrome browser. Cookies allowed advertisers to track users across websites and serve them targeted ads, but raised privacy concerns.

According to a Google survey, 89% of internet users would trust brands m spain mobile database ore if they invested in privacy-friendly technologies . In a future without third-party cookies, marketers will need to focus on leveraging first-party data and integrating with new privacy tools like the Privacy Sandbox Protected Audience API.

The API introduces techniques such as minimum thresholds for ad targeting and shorter user data retention periods to limit persistent tracking. Google says its advertising platforms will integrate the API to maintain audience targeting while meeting stricter privacy standards.

New first-party data capabilities
In the future, advertisers will still create audience lists as they do today. However, improved AI is expected to help fill the gaps left by less extensive tracking - solutions like Smart Bidding and Optimized Targeting aim to increase ad relevance using internal algorithms. This optimized targeting has increased conversions by 50% for some Google Display customers.

What is first-party data?
Advertisers can turn to first-party data , which is information that customers provide directly to brands. This can include data from sign-ups, newsletter subscriptions, or purchase history. This data is valuable for creating personalized and relevant advertising campaigns.

Upgrade campaigns to performance
Google is also expanding first-party data capabilities, such as Customer Match, which enables personalized ad targeting based on advertisers' customer data.

New capabilities like PAIR allow this first-party data to be used on external publishing sites.

Google is encouraging advertisers to embrace these AI tools and first-party data capabilities and prepare for the phasing out of cookies.

Other contexts of privacy concerns
The move away from third-party cookies comes amid growing consumer calls for stronger privacy protections .

Technology companies are currently facing increasing public and regulatory pressure on how they handle users’ personal data. Highly targeted behavioral advertising , which uses detailed profiling of user behavior, raises serious ethical questions about individual privacy and autonomy. The phasing out of third-party cookies is a response to these concerns and a step towards limiting the invasive tracking of users on the internet. This trend is forcing companies to seek new, more transparent and ethical methods of data collection and use that respect users’ rights and expectations for the protection of their personal information.

What are the opinions of advertisers?
Advertisers have mixed views on the end of third-party cookie targeting. On the one hand, it could impact digital advertising revenue. On the other hand, alternative targeting and measurement approaches can fill the void. While targeting accuracy may decrease as third-party cookies are phased out, advances in first-party data and AI optimization offer alternatives.