The American firm will gradually remove third-party cookies, which collect users’ personal data for better advertising targeting. An announcement that may ultimately redraw the online advertising market. In a blog post , Google Belgium WhatsApp Number List that it wants to phase out third-party cookies within two years. Cookies are trackers, which are installed automatically when you visit a site. They allow online advertising professionals to retrieve information on the profile of Internet users, their preferences, their behavior, whether or not they have clicked on an ad and where on the page. Google wants to make the web more “secure” Our goal for this open source initiative is to make the web more private and secure for users, while supporting publishers, ” said Justin Schuh, Director of Chrome Engineering. Thanks to the data collected, cookies make it possible to better target advertisements when browsing online.

Their use is widely contested by defenders of privacy on the Internet, unlike sites whose resources come mainly from advertising revenue generated by clicks from Internet users. Google launched the “Privacy Sandbox” program last August . This is an “open web” technology, which allows advertisers to target Internet users by avoiding the use of cookies to track them, on Chrome but also on all browsers. The search engine, leader in the world with 65% of the market share according to StatCounter, wishes to go further, by permanently blocking these cookies. Their removal will be done over time, with testing phases planned by the end of the year, according to Google. Don’t fall behind the competition By deleting third-party cookies, Google is running the risk that Internet users’ tracking methods are even less respectful of their privacy.

Google wants to make the web more “secure”

The Mountain View firm did not specify by what means it envisaged replacing these tracers. “ We continue to actively work within this ecosystem so that browsers, editors, developers and advertisers have the opportunity to test new mechanisms, if they work correctly and in different situations, ” says Justin Schuh. Google is not abandoning the principle of cookies: it is the way of doing things that is called into question here, in order to comply with the legal regulations in force, such as the GDPR. The stake for Google is multiple. It is to avoid any negative impact, caused by a sudden deletion of cookies from third-party sites, both for users and web professionals, that the American firm prefers to proceed step by step. On the other hand, the web giant does not want to fall behind its competitors.


Browsers like Apple’s Safari, Firefox’s Mozilla or Microsoft’s Edge have taken the lead over Google, by setting up anti-cookie filters and continuing to strengthen them over the years. The consequences on the online advertising market This news is not going to please advertisers or site editors, who risk becoming even more dependent on Google. Because the latter could offer players in the advertising market to use its own audience measurements, carried out from data collected on its search engine, its Gmail messaging service, its online video platform YouTube, downloads of ‘applications and visits to sites disseminating advertising via Google’s control. At the announcement of this news, Criteo fell on the stock market, with a decline of 16% in the US market. The French company, a retargeting specialist, is intrinsically dependent on the presence of cookies.

The consequences on the online advertising market

There is no doubt that the changes in the online advertising sector, linked to new regulations to protect user data, and this Google announcement, will radically reshape the landscape of this sector. Many companies, which make a living from this market, like Criteo, could suffer the consequences severely. Content is generally understood as “something that must be produced in the service of something else”. Budgets are mostly allocated to websites, brochures, events and rarely to the content itself. We therefore do not measure the results of content production, but the results of this “something else”: marketing, sales, PR strategy, etc. Quality content requires sharp expertise and resources in terms of time. This requires allocating often significant budgets. Unfortunately, the quality of the content is often sacrificed precisely for lack of time, competence and budget.

The content that serves the objectives of a company should therefore not be seen as a commodity but as an asset that requires a real strategy and dedicated means of measurement. Leaders must therefore have a very clear vision of the impact of content on the operation of their business. Without this detailed understanding, they will not be able to provide the support necessary for the general adoption of such a strategic approach within the company. To answer your question more directly, I think that the content should not only fit into the marketing strategy of companies, but well into the OVERALL STRATEGY of companies. It may be interesting to start this reflection around workshops of “awareness” of the importance of content. These workshops should aim to bring all the leaders of potentially impacted business units (marketing, communication, sales, products, after-sales service, general management, etc.)

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