The Major Technological Shift That's Coming to the Online Ad Industry
As part of an effort to better protect the privacy of its users — initially announced in 2020 — Google recently started its push toward eliminating cookies employed to track users on its browser Chrome. Starting in January, Google is doing a limited test to restrict cookies for 1% of Chrome users, with plans to eliminate third-party cookies for all Chrome users by the end of 2024.
The change is likely to have far-reaching effects, as Chrome is currently the most popular web browser, with over 60% of internet users browsing the web on Chrome.
This transition will change how digital advertisers target online consumers, because they won’t be able to gather users’ information in a way they have been doing for decades, share information about users’ online activity between companies and gather the information that can prove ads are reaching the targeted audience.
While some marketers and digital advertising companies are concerned about the move away from cookies, Elea Feit, PhD, an associate dean for Research and associate professor of Marketing in the LeBow College of Business, believes digital advertising can still be effective without cookies.
Feit shared her insight into digital advertising through this transition away from cookies.