Will Google's privacy-first initiative mean the end of personalized advertising?
Posted: Sat Feb 01, 2025 7:00 am
Personalized advertising as we know it could soon be history. Google has just reinforced its privacy-first plans and presented a solution to replace individual tracking. The competition will probably be forced to follow suit. But there are still many challenges to overcome.
Google's recent reaffirmation that it will continue on its path towards more privacy in online advertising is hardly surprising. The search engine giant announced the end of third-party cookies some time ago. After the end of tracking cookies planned for 2022, Google no longer wants to offer an alternative to tracking individual users across different websites.
google-privacy-first
Combining advertising with data protection
A year ago, it was announced that the Google Chrome browser would ireland mobile numbers list gradually stop supporting third-party cookies . In the fall, Google went public with the answer to the question of how conversions could be measured without cookies. Google is imagining a so-called conversion modeling, which uses aggregated and anonymized user data. According to Google, this would give advertisers a completely privacy-safe picture of user behavior.
The background is likely – similar to Apple's data protection initiative App Tracking Transparency (ATT) – the strategic consideration of complying with data protection regulations such as the GDPR and making the advertising market future-proof. Google on this:
People should not have to accept being tracked while surfing the web in order to enjoy the benefits of relevant advertising.
Google's recent reaffirmation that it will continue on its path towards more privacy in online advertising is hardly surprising. The search engine giant announced the end of third-party cookies some time ago. After the end of tracking cookies planned for 2022, Google no longer wants to offer an alternative to tracking individual users across different websites.
google-privacy-first
Combining advertising with data protection
A year ago, it was announced that the Google Chrome browser would ireland mobile numbers list gradually stop supporting third-party cookies . In the fall, Google went public with the answer to the question of how conversions could be measured without cookies. Google is imagining a so-called conversion modeling, which uses aggregated and anonymized user data. According to Google, this would give advertisers a completely privacy-safe picture of user behavior.
The background is likely – similar to Apple's data protection initiative App Tracking Transparency (ATT) – the strategic consideration of complying with data protection regulations such as the GDPR and making the advertising market future-proof. Google on this:
People should not have to accept being tracked while surfing the web in order to enjoy the benefits of relevant advertising.