Google's Cookies Impact on Marketing

Some days ago Google announced that it would re-evaluate the way it tracked user online.  The company has traditionally used "cookies" or small files stored on a user's computer that hold data web servers can access to deliver tailored content to that individual. Now that Google, the largest source for online searches and advertisements, is changing its data gathering model, many markets are on edge about the future. 

Google promotes itself as a company that puts the online user first in much of their decision making and a move like this one could be viewed as a measure to protect user privacy.  The battle for the most accurate customer information and protecting users privacy has long been at the forefront of conversations and business decisions like these. Marketers could fear a raise in advertising spending with a shift to anonymous online tracking.  one potential concern for the consumer would be the potential for receiving unwanted ads that don't add much relevance to their life. In making decisions that have grand impacts companies and consumers, Google is a company that effects so many elements of our daily lives and in many ways our future.



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