Is the online advertising industry on the verge of a total revolution? I think it is. For the last 25 years, marketers have relied on third-party cookies for users’ analytics, cross-site and behavioral targeting, retargeting and any other sort of data-driven advertising, and many of us still do today.
By 2022, the way the industry has been using cookies will likely dramatically change as a result of Google’s plan to phase-out the third-party cookies in Chrome.
Unsurprisingly, Google has joined the crusade already undertaken by others like Apple and Mozilla to remodel the future of privacy on the web and, most likely, the future of the online advertising industry as well. The decision seems to come from the growing awareness of privacy issues raised by the EU’s General Data
Protection Regulation and the ePrivacy Directive.
To balance the dismissal of third-party cookies, Google is introducing Privacy Sandbox, a set of open standards for ad targeting and measurement that will enhance privacy. While Google claims to be enhancing users’ privacy, we can’t forget that the company earned $134.8 billion in ad revenue in 2019.