We’re all beginning to realize that the internet comes at a higher price than we once thought. Every search, click, and purchase is being discreetly watched. Third-party cookies latch on to users’ every digital move, collecting and reporting back on as private and personally identifiable information. It turns out the “free and open” web isn’t free at all.
Those “we’re keeping your cookies” warnings are becoming increasingly hard to disregard. Users should not have to accept being e-stalked across the internet in order to receive individualized and applicable advertising. And advertisers have to find a more effective way to get the performance benefits of digital advertising without constantly tracking potential consumers. Thankfully, Google is doing something about it. Whatever your thoughts on the company itself, it’s clear they’re at least listening to their customers.
And it’s about time. With consumer realization, and government regulation looming large, Google is catching on to the idea that third-party cookies are outdated and unwelcome. Last week, Google announced its groundbreaking plan to eliminate them. Their goal is to achieve a privacy-first web experience while still maintaining supportive digital advertising.
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