Judgement Day For The Cookies
At this week’s Google Developers Conference the king of all things Search is expected to announce a major overhaul to cookie tracking, which will alter (and possibly eliminate) third party internet tracking forever. Google’s plan is to debut a new user dashboard which will allow individuals to see which cookies are actively tracking them in Google’s browser. The assumption is once users see how many third parties are spying on their web activity they’ll be more likely to disable all cookie tracking on their computer.
Last October Apple completely disabled third party cookies on its Safari browser. That move is actually more aggressive than Google’s plan to let individuals decide to allow cookie tracking. But as you probably realize, Google’s browser handles about 1,000x the search volume of Safari, so this week’s change will have a massive impact on the industry.
What does this mean for all the data players in the digital space? If you’re a publisher without data who relies on cookies for ad targeting you’re in real trouble. Mobile devices don’t enable cookies (they have MAIDs instead), and now the web side of the internet is becoming more cookie-less. On the other hand, publishers who do possess their own set of first party data will thrive in this new environment, since they weren’t using cookies in the first place.