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// TECH TRENDS //
GOOGLE ’ S DELAY IN KILLING THIRD PARTY COOKIES :
HOW WILL THIS IMPACT YOU ?
Google ’ s plan to change the way online advertising is delivered in its Chrome web browser will not happen by the end of the year as intended . This is a setback for ongoing efforts to enhance consumer privacy on the Internet , says Anna Collard , the SVP of Content Strategy and Evangelist at KnowBe4 AFRICA .
“
THEY NIBBLE AWAY AT
YOUR ONLINE BEHAVIOUR AND
PREFERENCES ,
STORING INFORMATION SO THAT IT CAN BE REPACKAGED
TO YOU AS PERSONALISED
ONLINE ADS .
OR YEARS NOW , Google
F has been on a mission to eliminate third party cookies , just like Apple and Mozilla did with their browsers , Safari and Firefox . Unlike these companies , Google has faced some significant challenges in its efforts to protect users ’ online privacy from industry stakeholders .
Google ’ s marketing potential is huge . Almost two out of every three Internet users worldwide use Google Chrome as a browser . Estimates suggest that the global online ad industry is valued at approximately US $ 600 billion . So , when Google makes rumblings about changing the way it collects data on its users , it understandably ruffles the feathers of industry bigwigs .
The search giant first announced its plans to block cookies in early 2020 , with the goal of completely getting rid of them by the end of this year . However , it had to revise its timeline , and now the new target is sometime in 2025 .
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