The concept of a “World Without Cookies”, which began under the leadership of Apple and aimed at protecting user privacy, has evolved into a concept that Google has been involved with public pressure. Google presented a long-term plan starting in 2019 and conducted several experiments, such as Federated Learning of Cohorts (FLoC) and Topics, but it was not successful. Among the plans that have been constantly postponed in the process, it was finally planned that 3rd party cookies of 1% of the audience would be closed in early 2024 and completely abolished in 2025. However, last week Google announced that it had stopped removing 3rd party cookies.
Although Google has made steady progress on this issue since 2019, technical challenges in the process and industry feedback led Google to abandon the plan. Among the technical challenges, balancing the goal of protecting the privacy of users and the needs of advertisers has been a major obstacle. In addition, feedback from stakeholders within the industry showed that the current structure of the advertising economy is complicating a radical change. So, could Google really remove 3rd party cookies?
Google's attempt to remove 3rd-party cookies required a radical shift in the advertising ecosystem. Advertisers relied heavily on these cookies to deliver personalized ads, and this dependence was one of the biggest barriers to change. As stated by our CEO Şefik Yunus Özcan, this issue is also due to the fact that the advertising industry tends to maintain the current structure.
“As a long-standing stakeholder in the AdTech ecosystem, I had low confidence that this project could happen. A huge advertising economy built on cookies and targeting was not at an easy point for both advertisers and platforms to change. “
Google's abandonment of 3rd-party cookies opens the door to a major transformation in the world of digital marketing. Permitted data will play a more critical role in the future. The data collected by obtaining the consent of users will be the key to creating a more transparent and reliable advertising strategy. This will enable brands to build stronger and trusting relationships with users, allowing them to create more personalized and effective campaigns.
“It is a definite fact that permissive data will play an even more critical role. The data collected by obtaining the consent of users will be the key to creating a more transparent and reliable advertising strategy. By building stronger, trusting relationships with users, brands will be able to create more personalized and effective campaigns.”
-Şefik Yunus Özcan — Co-founder/CEO — Efilli
Don't be left behind as the future of digital marketing is shaping up based on data privacy and user approval! See the power of permissive data with Efilli! Efilli will guide you through this new era and provide appropriate solutions to data privacy. Take your brand into the future with permissive data strategies and communicate more securely and effectively with users.
Contact: [email protected]
Disclaimer: All rights to any articles and content published belong to Efilli Software. All or part of any content, such as text, audio, video, and even if the source is shown or the active link is provided, cannot be used, published, shared or modified.
