Google Tracking Protection, wat is dat?

Wat is de Google Tracking Protection functie?

Google is disabling cookies for 1% of its Google Chrome users with the new ‘Tracking Protection’ feature. Websites will no longer have access to their third-party cookies for 1% of their Chrome users from January 4th. One of the most discussed topics for 2024 is how Google plans to further change the digital world with its Privacy Sandbox. With this Privacy Sandbox, Google will end support for third-party cookies and reduce cross-site tracking possibilities to ensure the best possible user privacy.

On 4 January, Google is releasing a new browser function, called Tracking Protection, which will block all sites' access to their visitors' third-party cookies. This Tracking Protection function is the first test for the Privacy Sandbox, and it will be activated for a randomly selected group of Google Chrome users worldwide. This is Google's first step towards ending the use of third-party cookies. The impact of 1% of Google Chrome browsers will have little to no impact on tracking or targeting in the short term. Only when Google follows through with its Privacy Sandbox will websites, online shops, and marketers that rely on third-party cookies run into problems. But first, this Tracking Protection test will examine how effective this new solution is and how it works and is accepted in practice.

In an effort to block third-party cookies, Google is also cutting off its own nose to spite its face, as Google's own advertisements also make use of these cookies. Consequently, they are introducing another feature called Ad Topics. Ad Topics uses recent Google searches to build a profile of a person. Based on this, relevant advertisements are made possible. Online advertisers are under pressure to adapt to a digital world without third-party cookies, as otherwise they run the risk of not being able to reach potential customers.

Is your tracking setup already prepared for this?

Are you already prepared for the upcoming changes to Google's Privacy Sandbox? Have you not yet switched to Server-Side TaggingDon't wait and make sure you switch before Google implements the Privacy Sandbox. Take action now and schedule an introductory meeting so we can see if we can get your measurements up to 100% accuracy.