Digital
Google to roll out Tracking Protection feature
Mumbai: On 4 January, Google announced on their blog post that it will begin testing Tracking Protection, a new feature that limits cross-site tracking by restricting website access to third-party cookies by default, allowing marketers time to adapt before their complete removal by the end of the year.
They will roll out this feature to one per cent of Chrome users globally, a key milestone according to them in the Privacy Sandbox initiative to phase out third-party cookies for everyone in the second half of 2024, subject to addressing any remaining competition concerns from the UK’s Competition and Markets Authority.
Third-party cookies have been a fundamental part of the web for nearly three decades. While they can be used to track your website activities, sites have also used them to support a range of online experiences — like helping viewers log in or showing relevant ads.
With this move, advertisers are likely to face challenges, especially in terms of conversions, as many third-party programmatic platforms heavily depend on cookies for data. Furthermore, programmatic platforms may seek to mitigate the impact by considering price hikes for their services. These shifts underscore the evolving landscape of digital advertising, posing challenges for advertisers and reshaping industry dynamics.
Lets see what the industry experts have to say whether this move is beneficial to the marketeers, digital players and how it will impact them…
Edited excerpts
TheSmallBigIdea lead- performance marketing Sharath Madhavan
Google’s Tracking Protection benefits users by enhancing privacy through limiting cross-site tracking. The main advantages include improved online security, reduced personalized ad targeting, and a potential decrease in intrusive online experiences.
Advertisers may face challenges with conversions due to the restriction on third-party cookies. This hampers the data flow crucial for personalized targeting, potentially impacting ad relevance. Advertisers may need to adapt strategies, focusing on first-party data and alternative targeting methods to mitigate the impact on programmatic platforms heavily reliant on cookies.
Efficacy Worldwide founder & CEO Vishnu Sharma
Google’s tracking protection is introduced to safeguard consumers online privacy while ensuring that they still receive personalized experiences. It involves various measures and technologies to limit the tracking of the online activities by third-party websites and advertisers. By implementing features like cookie controls, privacy settings, and restrictions on data sharing, Google aims to give users more control over their personal information. This way, consumers can browse the web with peace of mind, knowing that their privacy is being respected.
Content creator Akshat Tongia
Adapting to Google’s Tracking Protection marks an effective transition for digital influencers, presenting both challenges and benefits. Indeed, it could create hurdles in terms of conversions, particularly for those heavily reliant on cookie data. However, there’s a positive side – it encourages a more authentic connection with our audience.
Adjusting to this shift requires rethinking our approach. Instead of solely relying on data from third-party cookies, we now have an opportunity to prioritize creating high-quality content and fostering genuine connections.
The positive aspect is that this move guides us towards a more transparent and ethical digital space. It prompts us to tap into our creativity and storytelling skills, showcasing that we offer more than just data-driven content.
While the journey ahead might encounter some obstacles, consider it a chance to stand out. By delivering content that resonates authentically, we can build trust with our audience and thrive in this evolving digital landscape.
So, even though the initial adjustment might seem puzzling, the long-term benefits include a more resilient and trustworthy digital space. This shift is a chance for us to welcome change, innovate our strategies, and ultimately grow stronger as influencers. Let’s see it as a step towards progress and an opportunity to redefine the standards of digital influence in a more considerate era.
Digital
Google rolls out $15B AI, education and connectivity plan for India
AI tools for 11 million students, new subsea cables, and a national skilling push.
NEW DELHI: Google is backing its words with action. In a major push to future-proof the world’s most populous nation, Google DeepMind has partnered with the Indian government on a large-scale AI initiative.
Announced by CEO Sundar Pichai at the India AI Impact Summit, the deal is less of a gentle nudge and more of a full-throttle sprint into the digital age. Part of Google’s $15 billion commitment to South Asia, the plan aims to weave artificial intelligence into the very fabric of Indian daily life, from the deep ocean floor to the back of the classroom.
The most heart-warming slice of this digital pie is the focus on the next generation. Google is partnering with 10,000 Atal Tinkering Labs, effectively dropping high-tech AI tools into the laps of roughly 11 million students.
The goal? To introduce generative AI assistance in schools, ensuring that the homework of the future is powered by more than just caffeine and late-night panic.
While the kids are busy with AI in the classroom, Google is busy under the sea. The newly minted India-America Connect Initiative involves laying down serious hardware, specifically, new subsea cable routes.
These digital arteries will link India to Singapore, South Africa and Australia. By adding four more strategic fiber-optic routes connecting the U.S. to the Southern Hemisphere, Google is essentially building a “data superhighway” to ensure India’s AI capabilities don’t get stuck in traffic.
Knowing how to use a tool is just as important as owning it. To bridge the gap, Google is launching its most ambitious skilling program yet: the Google AI Professional Certificate. This program is designed to help the workforce master AI without needing a PhD in robotics.
With full-stack connectivity and a massive investment on the table, India isn’t just joining the AI race; it’s looking to set the pace.
