Google just gave hotel marketers a reprieve and another chance to get it right | By Max Starkov - Hospitality Net

Google, the world's largest advertising company, which earns about US$200 billion a year in ad revenue, just announced that it was delaying its phaseout of third-party cookies on Chrome from 2023 until "the second half of 2024.” Chrome commands nearly 67% of global browser market share.

Google rivals such as Apple's Safari and Mozilla's Firefox have already blocked the third-party cookies for more than three years now. Hotel advertisers use cookies to target customers, though many governments and privacy advocates alike claim this type of targeting to be too intrusive and to use too much personal information.

Last year, Apple introduced a new Mail Privacy Protection with its iOS 15, iPad OS 15 and macOS Monterey updates, which eliminated many of the email tracking and data gathering capabilities from email marketers.

Google is also planning to kill tracking across apps on Android smartphones over the next two years, which means phasing out of its device identifier for Android known as Android Advertising ID (AAID) or Google Advertising ID (GAID), which are the only tools for advertisers to precisely target and track users within apps on billions of Android devices.

What does it all mean to hotel marketers?

These latest privacy moves by Google, Firefox and Apple, as well as government privacy regulations like the European Union’s GDPR and California’s CCPA underscore the importance of first-party and zero-party data, incl. first-party cookies, which allows marketers to...

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