Article by Carlos Lopes.
In a recent announcement, Google said it will no longer be removing the third-party cookies feature from its Chrome browser. The decision marks a change from the company’s previous decision to remove the tool from its browser.
The new positioning has created a wave of resonance in the digital sector, as Chrome has more than 60% of the global browser market share. However, Google’s strategy is not isolated. Market pressure to continue using technology and the complex scenario surrounding privacy and data protection had a major impact on this decision.
Digital marketing, which has always used third-party cookie technology, is facing a decisive moment of evolution and change. Society’s concern for data protection has led to changes in the way data is collected and used by companies.
Faced with the need for regulation, the General Data Protection Regulation (GRPD), created by the European Parliament, came into force in 2018 to determine privacy and data security rules for European citizens. The document is considered a milestone and is used as a parameter for legislation and regulations on other continents.
After this milestone, some companies also started adopting standalone models to protect their customers’ privacy. Apple’s introduction of App Tracking Transparency in 2020 brought the discussion to the forefront.
The tool offered the option to block third-party cookie tracking mechanisms. This move caused a backlash, with Meta itself publishing a note at the time about the negative impact it could have on small businesses.
Despite Google’s change in position on third-party cookies, the technology is still considered invasive. Over the past few years, the use of this tool has slowed down as the demand for first-party data has increased significantly. This is a market trend towards more respectful consumer privacy and more sustainable practices for business.
While there is not much definition of cookies yet, Google Chrome needs to introduce alternative mechanisms to ensure that the marketing industry is not left completely data-free. Details have not yet been released.
As the industry adapts to this new reality, businesses need to focus on using first-party data with a focus on high quality.
Privacy first
User privacy and information security must be ongoing priorities. Google’s change cannot be interpreted as a signal for companies to continue using only third-party cookies.
On the contrary, it is important for companies to invest in creating a robust infrastructure for data integration and storage that always respects user privacy.
Here it is worth remembering the rise of another technological phenomenon: the use of Artificial Intelligence and machine learning. Developing the use of these tools within the scope of digital marketing means ensuring the quality of user data to be used in education.
One thing leads to another. Good use of AI is linked to the way data is processed. Therefore, responsibility in the use of customer information is the basis for the development of advanced and sustainable technologies.
And this good use necessarily includes first-party data. We are at the beginning of an era: using AI and ML in digital business. A good information structure (consistent, organized, clean and secure) will make a big difference in the process.
Ultimately, the best business will be the one that follows the golden rule of digital marketing and data privacy: always respect the user and their data.
****
*Carlos Lopes is Monks’ technology director.
Source: Tec Mundo
I am a passionate and hardworking journalist with an eye for detail. I specialize in the field of news reporting, and have been writing for Gadget Onus, a renowned online news site, since 2019. As the author of their Hot News section, I’m proud to be at the forefront of today’s headlines and current affairs.
