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Google: The End of Personalized Advertising

Google will no longer serve personalized advertising next year. Google is stopping cookie tracking. The evaluation of surfing behavior through cookies will thus no longer be supported by Google in the future. So-called third-party cookies will also be blocked in the company's own browser Chrome in the future.

Google: The End of Personalized Advertising
Ing. Manuel Studener Ing. Manuel Studener

Ing. Manuel Studener

Google will no longer serve personalized advertising next year. Google is stopping cookie tracking. The evaluation of surfing behavior through cookies will thus no longer be supported by Google in the future.

These days, many advertising agencies, marketing firms, and product manufacturers are likely feeling puzzled and astonished. Google intends to restrict or completely stop the cookie tracking of its users, not least for reasons of data protection.

Several antitrust proceedings are underway in the USA, and other corporations like Apple are increasingly focusing on privacy, putting additional pressure on Google. The advertising business will become more difficult for many due to Google’s renunciation of cookie tracking, as there will be no alternative to the previous tracking data. In the future, cookies from third parties will also be completely blocked in Google’s Chrome browser.

Google also justifies the step with data protection, as their manager David Temkin stated in a blog: “It is clear that digital advertising must evolve and respond to people’s growing concerns about their privacy and the use of their personal identity.”

The article about it in the Google blog: https://blog.google/products/ads-commerce/a-more-privacy-first-web/

Image source: CC-BY-SA 4.0/The_Pancake_of_Heaven!