It's reported that Google is thinking about stopping the use of "cookies" (software code that is embedded in different websites to track a users online activity) and may start developing their own version of it. Sources say that Google would create something called adID--an anonymous identifier similar to a cookie but only accessible to Google and to the customers they sell the data to. Basically, Google would be able to take the data that normally all advertisers have on a person's browsing behavior and monopolize it for their own use. This is all in developing stages so far.
Of course this can seriously shake up the online advertising business. Most online companies and online advertisers rely on cookies to understand and gather data on how a person interacts online. This information provides the right type of content and advertising in hopes of more traffic or online purchases. If Google creates their own version of cookies, then advertisers are forced to pay Google for that information. Essentially, Google becomes the broker. Such a move makes advertisers naturally worried. They fear that Google, currently the largest player in online advertising space, will control more of the market and only a few companies would have access to the data. Online advertising is currently a $120 Billion business so this is definitely not a threat that's taken lightly.
Google defends themselves by stating that this move will improve security and "ensure the web remains economically viable". Other than being completely vague and not making any sense with their statement, they say nothing about privacy--the core hot button issue around cookies. This of course raises the question, "Is Google truly doing things for their user's benefit or for their own company's bottomline?" For those with skepticism, this is another attempt for Google to control your privacy and the web. For others, this may seem fairly benign. Personally, I think Google is one step closer to monopolizing digital advertising (they already own about quarter of all online advertising revenue). Google is also forcing the traditional advertising sector to change their model one more time--something advertisers will naturally resist.
We'll see if this development occurs. My guess is that Google already has a BETA version of it on their next version of Chrome. Also, since most people browse the internet on windows rather than iOS (and hence don't use Safari), it seems Mozilla--who plan to launch an automatic cookie blocking feature on their browser Firefox--maybe the true winner in this (future) battle to control user browsing data.*
*Yes, I'm assuming Internet Explorer is so shitty ergo not even a player in this landscape.
Of course this can seriously shake up the online advertising business. Most online companies and online advertisers rely on cookies to understand and gather data on how a person interacts online. This information provides the right type of content and advertising in hopes of more traffic or online purchases. If Google creates their own version of cookies, then advertisers are forced to pay Google for that information. Essentially, Google becomes the broker. Such a move makes advertisers naturally worried. They fear that Google, currently the largest player in online advertising space, will control more of the market and only a few companies would have access to the data. Online advertising is currently a $120 Billion business so this is definitely not a threat that's taken lightly.
Google defends themselves by stating that this move will improve security and "ensure the web remains economically viable". Other than being completely vague and not making any sense with their statement, they say nothing about privacy--the core hot button issue around cookies. This of course raises the question, "Is Google truly doing things for their user's benefit or for their own company's bottomline?" For those with skepticism, this is another attempt for Google to control your privacy and the web. For others, this may seem fairly benign. Personally, I think Google is one step closer to monopolizing digital advertising (they already own about quarter of all online advertising revenue). Google is also forcing the traditional advertising sector to change their model one more time--something advertisers will naturally resist.
We'll see if this development occurs. My guess is that Google already has a BETA version of it on their next version of Chrome. Also, since most people browse the internet on windows rather than iOS (and hence don't use Safari), it seems Mozilla--who plan to launch an automatic cookie blocking feature on their browser Firefox--maybe the true winner in this (future) battle to control user browsing data.*
*Yes, I'm assuming Internet Explorer is so shitty ergo not even a player in this landscape.
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