Google delays tracking cookies ban until 2023
I don’t understand what happened?
It looks nice when you think about it, but people find it annoying because it kind of means you’re being followed. Of course, companies that exploit this feature also ensure that users are right.
Apple had already been blocking 3rd party cookies on Safari for a long time, but Google, the owner of the most widely used Chrome internet browser in the world, announced that it would bring this block at the end of 2021, causing the agencies to break down in advertising revenues.
They postponed the date of this blocking to 2023. The exact date is uncertain, but it looks like it could reach the end of 2023.
So why did they postpone?
They are afraid of making mistakes, and they are right because it is not easy to cancel one of the most widely used features of the digital advertising community and come up with another solution to replace it. And since the entire advertising industry survives on advertising revenues, they don’t have the luxury of making mistakes. They have to tread very carefully.
There is also an important little-known detail. I will explain it just below in the strategy section.
Apple and Google’s strategy
Neither Apple nor Google can act with 100% users in mind. So they have to shift some of that percentage for their benefit as well. Because they have to make money. For example, while Google blocks 3rd party cookies, it produces other solutions with similar features that can be used by advertisers. In other words, he takes the world of advertising a little more under his control. Let’s say it takes one more step towards monopolization with the term familiar to us.
The UK Competition and Markets Authority (CMA) is conducting an investigation, which thinks that this preparation caused an unfair advantage.
Did you notice? Google, which says we think about the user, is being investigated by institutions that say it thinks about itself. That’s why it’s not so easy to say that we have turned off 3rd party cookies. They also have to create the legal infrastructure correctly and not get a user reaction.
Meanwhile, Apple announced that it will ban applications from detecting IP with the iOS 15 version. IP detection is a feature that allows advertisers to track devices and display user-specific content.
As you understand, the playing field of companies other than Apple and Google is getting narrower.
Apple focuses on revenues earned through secure devices and iOS apps.
Google has been focusing on advertising revenues and what it gets from the Android market, as it has since its existence.
Both are trying to take control of the digital world and the internet world. Let’s not say completely seizing, but constantly trying to get the biggest share of the cake. Especially in the mobile world.
As for my personal opinion, I do not find it strategically strange that companies that have such a share in the change of the world and that make the lives of millions of people easier are trying to take control. I can’t say I got goosebumps.
Because the world still revolves around people’s choices. So if you want, you won’t buy an iPhone. You may not use Gmail if you wish. I hope that these companies will not make the mistake of completely taking away our chance to make a choice. Then things can get messy and this time I get goosebumps too.