Last week, internet giants google officially declared. The death of the cookie age, as they announced they’ll be fully eliminating the use of third-party tracking. Cookies over the next year. This is undoubtedly good news for internet users, but what does it mean for. Brands and agencies? Among many things, the death of the cookie era will spring the dawn of the trust era. And that will require a new way of thinking, and a new playbook. The irreversible tipping point once. The backbone of the digital ad landscape, the unstoppable backlash by users against privacy issues online. Has finally reached an irreversible tipping point — and it seems the tech giants are moving before government.
The Irreversible Tipping Point
Regulations around the world force their hand. By google’s own admission in their official post on the matter. The massive proliferation of aggressive data harvesting by third-party cookies has created an enormous. Erosion of trust in advertisers, and the platforms in general. Therefore, a visible and dramatic shift is needed, and fast. With their latest announcement, google explicitly confirmed they will fully. Withdraw support for third-party cookies in chrome and services they control, and will not be replacing them. With alternative identifiers to track individuals. This follows recent moves by safari and firefox. Who recently announced equally bold sweeping policies against the once all-conquering cookie. A pretty dramatic move indeed.
The Shift to First-Party Data
The shift to first-party data it’s true that google is becoming a privacy-first organisation. And from my own conversations with googlers and involvement in various projects and initiatives, it’s clear that there. Is a truthful and very real rising tide toward a human-centric future. But this doesn’t mean that google (or indeed other advertisers) will stop gathering information about you, and serve you relevant ads based on user habits and actions online. Instead of using the old, invasive data harvesting techniques and personalised profiles of the cookie era that could pinpoint an individual based on their browsing history, a new horizon powered by major advances in aggregation, anonymisation and on-device processing will instead hide individuals within large crowds of people with common interests.