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Google announces plans to move forward with the removal of third-party data collectors

In early 2021, Google announced plans to make user privacy a top priority in an effort to encourage public confidence in the company, overall. Many felt that this was a clear step toward changing the digital landscape in regards to advertising and data collecting, while also making user privacy a focus.

As the first quarter of 2021 came to a close, Google kicked off March by committing to removing third-party data collectors (cookies) from Chrome. Google stated that, additionally, they would no longer sell ads that rely on users’ individual browsing habits, nor would they build any tools to track user specific data across its products in the future. Moving forward, these changes could create a future ad business unlike anything we’ve seen before, and give a competitive edge to those companies already working
towards integrating privacy-preserving APIs, that instead group users based on similar interests (FLoC), rather than a single person’s specific behaviors online.

With this news, we noticed many digital advertising agencies scrambling to find solutions, however our teams at Dealership Toolkit have been preparing for these changes for quite some time. And, we are excited to continue to develop successful ad campaigns while also providing data protection, thus giving your customers a more meaningful experience while they are shopping online.

“People shouldn’t have to accept being tracked across the web in order to get the benefits of relevant advertising,” David Temkin, Director of Product Management for Google’s Ads Privacy and Trust team, stated on the changes. “And, advertisers don’t need to track individual consumers across the web to get the performance benefits of digital advertising.”

As these changes go into effect and the industry pivots toward first-party data, many (including our digital development team) see this as a necessary and total restart of digital advertising which will offer a more engaging experience with a brand throughout the customer journey, in turn creating long-term loyalty and trust.

Dealership Toolkit Co-founder and CEO, Richard Delancey has been following along as Google has releases updates and pointed out, “Google will still allow targeting across its own properties when people are logged into their Google accounts,” and went on to say that this is “…the future that we’ve been ready for, it’s the next logical step, and we’re proud to be in front of the curve for our clients.”Google plans to make FLoC-based (Federated Learning of Cohorts API) cohorts available for testing in Chrome trials with its next update. It also aims to test those cohorts with advertisers in Google Ads in the second quarter of 2021. And, Chrome users will eventually have access to new user privacy controls as early as April.

As Google continues to face increasing scrutiny from the EU, US, and other governments, these data tracking changes are clearly less than a surprising leap, and seem more like a needed, logical move in order to avoid more strict regulations surrounding data privacy later, by making this shift on their own terms. As it stands, as the company demonstrates this “good-faith effort” towards increasing data protections now, governments shouldn’t have as much of a need to force their hand later.

Developing strong relationships with customers has always been critical to building a successful business, and this becomes even more important when it comes to preserving their trust.

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