Google’s decision to phase out support for third-party cookies in Chrome is nothing new to digital marketers. But a blog post this week from the search giant offered some perspective (and a bit of confusion) about how it intends to approach online user tracking and consumer privacy when the cookie is no more, according to a piece in AdExchanger.
Because eliminating third-party tracking will alter the way digital ads are tracked, targeted and measured, new standards are being developed to replace the techniques currently used. Google’s solution is to allow for feedback from the industry through a Privacy Sandbox initiative, a proposed set of standards that will preserve consumer privacy while still allowing targeting and measurement of campaigns.
This week the company said that it won’t use other methods of tracking consumers online when it ends support for third-party cookies and will continue to focus on these privacy-preserving efforts that are currently in development. It also expressed disapproval of using email-based identifiers as a replacement.
One thing that the company does approve of, however, is the strength of first-party data. “Developing strong relationships with customers has always been critical for brands to build a successful business, and this becomes even more vital in a privacy-first world,” wrote David Temkin, Director of Product Management, Ads Privacy and Trust at Google. For more on Google’s announcement and the repercussions for the digital marketing community, read more in AdExchanger. And for industry perspectives on what this means for email-based identity tracking, go here.