Google Chrome Blocks Ad Trackers: What’s Next for Marketers?

Created on 10 July, 2024Scale Up Business • 14 views • 2 minutes read

A surprising piece of news has come from Google Chrome. The giant that relies heavily on user data mining as the core of its business will block other services from mining data by closing access to third-party trackers.

Google Chrome Blocks Ad Trackers: What’s Next for Marketers?


So, What Now?


A surprising piece of news has come from Google Chrome. The giant that relies heavily on user data mining as the core of its business will block other services from mining data by closing access to third-party trackers.


Google Chrome has announced it will block third-party cookies within the next two years. Cookies are small data fragments that stick to browsers, tracking user activities while they browse the internet.


These cookies allow online advertisers to track users, measure conversions, track events (like clicking a certain button), and perform retargeting.


Given that Google Chrome currently holds 67.63% of the global internet browser market, blocking third-party trackers will significantly impact marketers.


What Will Giants Like Facebook Do?



Advertising is Facebook’s biggest revenue source, so they won't take this news lightly. Historically, Facebook has responded quickly and decisively to pressure.


Without cookies, ads may become less relevant. In extreme cases, you might see an ad for hijabs despite being a male. Retargeting plays a huge role in ad success, so without it, ad conversion rates could drop.

Here are three potential responses from Facebook:


  1. Developing an Alternative Tracking System: With their rich ecosystem, including Instagram and WhatsApp, Facebook could develop a new tracking system within its own platforms. Most of Facebook's ecosystem is accessed via mobile apps, which don’t rely on browsers, so trackers won’t be blocked.
  2. Creating Their Own Browser: Facebook could release its own browser, potentially named Facebook Browser, integrated with their ecosystem. Acquiring an existing browser like Brave could be another option, aligning with Facebook's interest in blockchain technology.
  3. Aggressively Integrating Their Ecosystem: Facebook might further integrate its platforms, like WhatsApp, Messenger, and Instagram Direct Message, to continue mining user data more aggressively.


What Can Businesses and Marketers Do Next?


Introducing a new technology to replace cookies will take time for widespread adoption. This is likely why Google has given a two-year notice before fully implementing the third-party cookie ban.

Businesses can take several steps to adapt:


  1. Learn Google’s Advertising Ecosystem: With its vast user base, Google will likely prioritize Google Chrome’s development. Google's advertising ecosystem (Search Ads, Display Ads, and YouTube Ads) will continue to track users within Google Chrome. This means businesses aiming for large-scale advertising should start delving into Google’s ad ecosystem.
  2. Build an Email Database: If you haven’t already, start building your email database. Emails, even if unread, can be converted into valuable assets like Facebook Custom Audience. Investing in email marketing will yield significant benefits.
  3. Pray: External factors like regulatory changes, technological advancements, and policy shifts by partners like Google and Facebook are beyond our control. Continuously pray for your business's success and ease in navigating these changes.



Conclusion


Google Chrome’s plan to block third-party cookies will significantly impact online advertising. Major players like Facebook will likely develop alternative tracking systems or integrate their ecosystems more aggressively. Businesses should focus on understanding Google’s ad ecosystem, building email databases, and staying hopeful amidst these changes.