Google Chrome web browser, by far the industry leader in consumer use, is likely to block 3rd party cookies, pixels and tracking. These tracking tools make it possible for hundreds of ad networks, demand side platforms and 3rd party data aggregators to develop audience personas and use that data to target digital advertising. Blocking of cookies on the most utilized web browser globally would make demographic, interest and persona targeting irrelevant for media platforms outside of Google's own ad network and likely trusted media partner networks.
"... we plan to phase out support for third-party cookies in Chrome. Our intention is to do this within two years." writes Justin Schuh, Director, Chrome Engineering. "Users are demanding greater privacy--including transparency, choice and control over how their data is used--and it’s clear the web ecosystem needs to evolve to meet these increasing demands."
The industry is rapidly changing. As consumers are becoming more aware of how their personal data is utilized by brands and advertisers they are demanding more privacy and security. The California Consumer Privacy Act (CCPA) which went in to effect January 1, 2020 was the first program passed by a State to begin putting in place privacy regulations for users and their online data. Additionally, many consumers (some studies show 40% or more) are utilizing ad blockers to limit the ads they see and the way their data is gathered and tracked.
With new privacy regulations and with the largest web browser looking to block cookies, agencies, brands and advertisers will need to find alternative ways to reach consumers. Manicz Media has developed a unique advertising targeting approach that allows ads to reach consumers based on their search history, sites frequented, content read and more to ensure advertisements are relevant to the consumer, making them more likely to engage and convert.
Contact Manicz Media today to speak with one of our data and advertising experts and see how our research based ad targeting allows for guaranteed engagement.