{"id":27720,"date":"2024-11-14T15:28:21","date_gmt":"2024-11-14T14:28:21","guid":{"rendered":"https:\/\/www.digitizer.rs\/news-stories\/googles-third-party-cookie-free-ad-targeting-plan\/"},"modified":"2026-07-20T12:31:46","modified_gmt":"2026-07-20T10:31:46","slug":"googles-third-party-cookie-free-ad-targeting-plan","status":"publish","type":"post","link":"https:\/\/digitizer.rs\/en\/news-stories\/googles-third-party-cookie-free-ad-targeting-plan\/","title":{"rendered":"Google’s third-party cookie-free ad targeting plan"},"content":{"rendered":"
[vc_row full_width=”stretch_row” css=”.vc_custom_1639133210056{padding-top: 30px !important;padding-bottom: 30px !important;}”][vc_column][vc_column_text font_family=”Open Sans”]Google outlines new privacy-focused ad targeting strategies<\/a><\/span> that will replace tracking cookies, relying on artificial intelligence and first-party<\/em> data. <\/span><\/p>\n

 <\/p>\n

Ad targeting without third-party cookies <\/strong><\/span><\/h1>\n

Google’s plan to phase out third-party cookies in Chrome is part of a broader strategy to create a Privacy Sandbox<\/a><\/span> with open standards for tracking users while protecting their privacy (eg through new browser APIs such as trust tokens<\/em> ). , but faces tough challenges in the form of antitrust investigations. <\/span><\/p>\n

As Internet browsers phase out the use of third-party<\/em> cookies, online advertisers will need to look for new ways to target ads without relying on current tracking methods.<\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row][vc_column][vc_column_text css=”.vc_custom_1701899577631{padding-top: 30px !important;padding-bottom: 30px !important;}” font_family=”Open Sans”]The problem with third-party cookies isn’t just the amount of personal data they collect or the sensitive nature of that data – it’s that all the data third-party<\/em> cookies collect can be compiled to create extensive user profiles consisting of thousands and thousands of data (your Google searches for the last five years, your credit card transactions, your profile on dating apps, and so on).<\/span><\/p>\n

 <\/p>\n

Moving into the “Era of Prediction”<\/strong><\/span><\/h2>\n

During a recent video, Radhika Mani, Senior Product Manager for Google Display Ads, presented Google’s vision for a cookie-free future.<\/span><\/p>\n

The video comes just as Google plans to end third-party<\/em> cookies in Chrome. Cookies enabled advertisers to track users across websites in order to display targeted ads. But on the other hand this raised privacy concerns. <\/span><\/p>\n

According to a Google survey, 89% of Internet users<\/a><\/span> would trust brands more if they invested in privacy-safe technologies.<\/span><\/p>\n

” In a future without third-party cookies, marketers will have to look for more sustainable strategies<\/em> ,” Mani said. She pointed to improved use of first-party data<\/em> and integration with new privacy tools such as the Protected Audience API in the Privacy Sandbox. <\/span>[\/vc_column_text][vc_column_text css=”.vc_custom_1701899808225{padding-top: 30px !important;padding-bottom: 30px !important;}” font_family=”Open Sans”]The API introduces techniques such as minimum thresholds for ad targeting and shorter storage durations of user data to limit persistent tracking. Google says its ad platforms will integrate APIs to maintain audience targeting while meeting strengthened privacy standards. <\/span><\/p>\n

 <\/p>\n

This does not mean the end of consent<\/strong><\/span><\/h3>\n

On the contrary, your website will still need to request and obtain the user’s express consent before allowing any data to be stored on the user’s browser, regardless of what technology is used; be it third-party cookies, local storage or trust tokens.<\/span><\/p>\n

Your website will still need to inform its end users about the technology you use to collect personal data, including the provider, purpose and duration, and securely document the consents obtained and renew them at least annually.<\/span><\/p>\n

 <\/p>\n

New first party data options<\/strong><\/span><\/h2>\n

According to Mana, advertisers will continue to create audience lists as before. However, improved artificial intelligence is expected to help fill the gaps left by less expansive tracking \u2014 solutions such as smart bidding and optimized targeting aim to increase ad relevance using internal algorithms. <\/span><\/p>\n

Mani stated that optimized targeting increased conversions by 50% for some Google Display clients. By upgrading campaigns to Performance Max, Google also extends first-party data<\/em> capabilities such as customer matching to enable personalized ad targeting based on advertiser customer data. <\/span><\/p>\n

New options such as PAIR<\/a><\/span> enable the use of first-party data<\/em> on externally published websites.<\/span><\/p>\n

Google encourages advertisers to adopt these artificial intelligence tools and first-party data<\/em> capabilities to prepare for the phasing out of cookies.<\/span><\/p>\n

 <\/p>\n

The greatest emphasis on privacy issues<\/strong><\/span><\/h3>\n

The abandonment of third-party<\/em> cookies comes amid growing consumer demands for stronger data privacy protections.<\/span><\/p>\n

Tech companies have faced increased scrutiny over their handling of user data, with practices like highly targeted behavioral advertising raising ethical questions. The phase-out of third-party<\/em> cookies aims to prevent the constant tracking of individuals on the Internet. <\/span><\/p>\n

On the one hand, it could affect digital ad revenue. On the other hand, alternative targeting and measurement approaches can fill the gap. <\/span><\/p>\n

Although targeting accuracy may decrease after phasing out third-party<\/em> cookies, advances in the use of first-party data<\/em> and artificial intelligence optimization offer alternatives. For online marketers, investing in automated consent-based solutions is critical to surviving in a changing environment. <\/span><\/p>\n

 <\/p>\n

For more news and interesting stories,<\/span> visit our blog page<\/span><\/a><\/span> or<\/span> follow our Instagram profile.<\/span><\/a><\/span><\/span><\/p>\n

 <\/p>\n

Source: Searchenginejournal<\/a><\/span><\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row full_width=”stretch_row”][vc_column][vc_separator color=”orange” align=”align_left” border_width=”5″ el_width=”20″ css=”.vc_custom_1625743965128{padding-bottom: 20px !important;}”][vc_column_text]Made by Nemanja Nedeljkovi\u0107 \u2013 Senior Account Manager @Digitizer<\/em><\/span>[\/vc_column_text][\/vc_column][\/vc_row][vc_row full_width=”stretch_row” css=”.vc_custom_1587387018476{padding-top: 30px !important;padding-right: 30px !important;padding-bottom: 30px !important;padding-left: 30px !important;}”][vc_column][vc_column_text][vc_btn title=”Back to News & Stories” style=”gradient-custom” gradient_custom_color_1=”#000000″ gradient_custom_color_2=”#515151″ align=”center” link=”url:https%3A%2F%2Fwww.digitizer.rs%2Fnews-stories%2F|title:Back%20to%20NEWS%20%26amp%3B%20STORIES|”][\/vc_column_text][\/vc_column][\/vc_row]\n<\/div>","protected":false},"excerpt":{"rendered":"

[vc_row full_width=”stretch_row” css=”.vc_custom_1639133210056{padding-top: 30px !important;padding-bottom: 30px !important;}”][vc_column][vc_column_text font_family=”Open Sans”]Google outlines new privacy-focused ad targeting strategies that will replace tracking cookies, relying on artificial intelligence and first-party data.   Ad targeting without third-party cookies Google’s plan to phase out third-party cookies in Chrome is part of a broader strategy to create a Privacy Sandbox with open…<\/p>\n","protected":false},"author":13,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[4373],"tags":[4398],"post_series":[],"class_list":["post-27720","post","type-post","status-publish","format-standard","hentry","category-google-search-display-en","tag-google-en","entry","no-media"],"yoast_head":"\nGoogle's ad targeting plan without third-party cookies - Digitizer<\/title>\n<meta name=\"description\" content=\"Google plans new ad targeting strategies without third-party cookies. 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