The latest earnings announcements from Alphabet and Facebook have made it abundantly clear that the consumer privacy movement is creating a competitive advantage for Google. It’s important that businesses understand this reality as Big Tech firms enact tougher privacy controls.
Since January 2020, both Apple and Google have made some big moves in the name of protecting consumer privacy. These changes are affecting businesses everywhere:
- In January 2020, Google said that the company would phase out third-party cookies on Chrome, the world’s most popular browser. As a result, advertisers would lose the ability to serve up highly targeted ads based on tracking consumer activity on Chrome. Google later postponed its timetable for doing this after regulators stepped in and insisted on having oversight with the process.
- In 2021, Apple enacted the Application Tracking Transparency (ATT) privacy control as part of an update to its operating system for Apple devices. ATT requires apps to get the user’s permission before tracking their data across apps or websites owned by other companies for advertising, or sharing their data with data brokers. As much as 96% of users in the United States are opting out of having their behavior tracked.
These changes are doing something else, too: they’re making Google stronger.
The impact of Google’s privacy controls
Phasing out third-party cookies in Chrome helps Google in two important ways and makes its ecosystem stronger. The demise of...
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