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Dec. 18, 2020

Episode 124 : A cookie-less 2022 | Google

Episode 124 : A cookie-less 2022 | Google

Google announced early this year on their plan to abolish 3rd party tracking on their platform in two years time. With Google Chrome taking up around 70% of the Browser market, this move by Tech Giant Google will definitely have  massive repercussion for marketers and advertisers.

Google announced the release of Privacy Sandbox that will help aid marketers and advertisers to continue targeting and tracking their customers,however, much leverage has been revoked from Advertisers and Marketers.

More information in the episode.

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Find me on social media @kiamaaugustine.

Until Next Time !



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Transcript

0:05  
Welcome to the marketing podcast, the number one podcast helping aspiring entrepreneurs level up their marketing. here's your host, Augustine. Let the class begin,

0:19  
guys, and welcome to yet another episode on the marketing podcast digital marketing tips and insight. Now in today's podcast episode, we're going to talk about a cookie-less 2022. Now, earlier this year, Google announced around January 14, that they are planning to script out that party tracking. And what this means that or simply to explain to you maybe I can start off by defining what, let's say, first party cookie means compared compared to third party cookies. Now, first party cookies simply is when you head on to a website, let's say you head into www dot safety group.net. So you head on to the website siftgroup.net. And there is a cookie with siftgroup.net installed in your browser or saved in your browser, so that every time you're visiting this website or this domain, your information is used to provide to provide better experience for you. Say, for example, you're

1:30  
maybe you're looking at, let's say a certain, maybe you're looking at a certain article, let's say we are a vendor. So let's say you're looking at a certain product. And, for example, you left something in the cat section, so you chose something but you didn't pay for it. So a cookie will initially store that piece of information. So every time you come back, the week that that specific product will still be in the cart. And also when it comes to offering a recommendation or based on your behavior on the website, based on maybe your previous purchases. Now this first party cookies on that specific domain will help when it comes to coming up with recommendations of maybe products that you should, you're more likely to buy. Or let's say if you're reading a specific article, maybe we have different articles on the website. So maybe if you're reading a specific article, then when you come back next time, we'll recommend a similar article or maybe something that might be interest interesting to you, based on the data now that we've collected from users on our websites, on what probably they like to read. And you can do this kind of recommendation. You can take maybe, for example, a good example is YouTube.

2:41  
When you add on to YouTube, when you watch a certain video, and I hear out, I hear a lot of oranges, it also happens to me sometimes that when you end up, let's say, watching certain videos, or when someone takes takes control over your YouTube account, and they watch, they watch certain videos. Now YouTube, through their tracking tool will start recommending you certain types of videos. And you know, if it's someone else's in your account, it might annoy you because maybe you will get recommended videos that you're not actually interested in. But think about it, the videos that you watch on YouTube, the kind of genres or topics that you watch, YouTube always recommend you similar topics or similar videos. And that's similarly how first party cookies work. Not that party cookies are similar to first party cookies. But the difference is that a third party cookies do not originate from that domain. So let's say you are on

3:45  
you are on a specific website. Maybe let's say they are. Maybe they're they're a blogger. So there are written maybe very various blog articles. And you're going through the articles. And let's say they have their Google AdSense turned on. And you see for example, advertisement from, let's say, product. Or let me give you another example. Let's say you see an example you see if you see an advert from BMW, so let's say hypothetically, BMW is using third party tracking. So what happens is that they're sending you in, or they're collecting data from you. Let's say that collecting data from you from another website. So you're being tracked from a different website. Pretty much that's what third party tracking is all about. So with the first party, like I've mentioned, first party, first party cookies. It's the website that you're on or the domain that you're on that is tracking your information. And normally you'll have a pop up you know, that is something that has been

4:55  
filed for and it's something that every website should do. They should have a pop up.

5:00  
You know, informed their website visitor that their information is being tracked. And also, what kind of information this legislation on that. So first party, first party tracking, simply improve experiences when your second website store a bit of information about you that they can use to maybe retarget, you on the same website, you can also think of something like Amazon retarget, you on the same website, maybe for certain products or certain services, recommend you certain products or services, or even store some of your information so that anytime you're going to fill out certain things, your information is already there. So you don't necessarily have to fill in information over and over. But now that party is now coming from another website. So it's simply another website or another domain, collecting your information. And using that to feed you with specific ads or target you target you with specific ads or content or products or services, etc. Now, when Google came up with it with this information, now the huge problem was that Google when it comes to its web browser, that is chrome owns around 60 to 70%. of

6:16  
browser usage around the world. So it's it has a pretty huge market share 60 to 70%, Apple Safari has around 17%, and Firefox, the rest with the rest of the percentage. So you can see that Google clearly has a monopoly play in all of this. But when Google Now came out with

6:39  
their privacy sandbox, which now will be to give users much more leverage or control over the information that is used about them when it comes to targeting, ads targeting etc. And another thing that you also need to know is that if any browser is collecting any of your information, there are legislations put in place that allow you to ask that specific domain, what kind of information or data they have about you. And you can, most importantly, request them actually to delete your data. So that's the legislation that has been put in place.

7:18  
So how is this all going to affect the marketing thing? And you can pretty much tell that when it comes to marketing, similarly, because Google has, you know, Chrome as the biggest share, when it comes to web browsers, with anything between 60 and 70%,

7:35  
of advertising firms, marketers, agencies, and pretty much anyone doing advertising will be affected. So um, what does that mean? Now, the thing that happened is that a lot of marketers agencies, and anyone doing advertising will more definitely think about or move towards using Chrome based tools, or using Google based tools, because using any form of other third party tracking tool will not make sense. Most of them will disappear, because most of them might only end up pretty much serving, let's say Firefox, or

8:17  
Internet Explorer, bing, bing Explorer, or whatever that's called.

8:22  
So pretty much that's it. And that's something that Google said it's coming to effect in in two years time. That is as of 14th of January. So that's around 2022. Pretty much. That's it when it comes to today's podcast episode. If you have any questions, make sure to reach out to me a Gustin at sift group.net and most importantly, make sure to rate review, and subscribe to the podcast on whichever platform that you're listening to. If you have any questions, reach out, but until then, see you guys on the next podcast episode. Thank you for tuning in to the marketing podcast. Be sure to rate review and subscribe. Until next time, Class dismissed.