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In an era of continuous development of information technology, technologies to protect our privacy and data are also developing. Find out what changes await us later this year!
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Consent mode in version 2 presents subtle changes, especially for users of the current version. These changes, announced by Google, will be implemented in March 2024 and will be mandatory for everyone using Google Marketing Platform. Failure to comply will result in the blocking of remarketing lists in Google Ads and, in the long run, the inhibition of conversion tracking.
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The new Consent mode system - now called "advanced" - will introduce four separate consents instead of the two existing consents (analytics and advertising): analytics, ad performance measurement, Google's use of user data for advertising, and personalized advertising (remarketing). Consent management platform providers are likely to introduce additional choices for users, allowing more detailed consent selection. For certified platforms, configuration changes will be made automatically.
Despite these changes, it is expected that most users will continue to select 'yes' or 'no' options for all consents, so the quality of the data should not change. The new system is designed to avoid accusations of forcing 'all-or-nothing' consents, and gives users the opportunity to be more precise about their preferences.
Google also announced more information on how Consent mode (now Advanced consent mode) works and how information from users who have not given consent is used. All of this is a step toward meeting the requirements of the Digital Markets Act.
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Google is actively developing innovations to eliminate cookies.
As a leader in the search engine market, Google is intensively developing the Privacy Sandbox project. The goal of this project is to remove cookies from Google Chrome, the most widely used web browser in the world. According to available information, these changes will be implemented in 2024.
Privacy Sandbox is a project being developed by a team of Google engineers. Its main task is to successively eliminate cookies from third parties and reduce implicit tracking methods on sites. This process involves the creation of innovative technologies, which requires synergy and cooperation with publishers and developers.
Google had initially planned to end the use of cookies by the end of last year, but that deadline was pushed back to the end of 2023. The latest reports indicate that we can expect further delays, with the complete removal of cookies not taking place until the second half of next year.
Google confirms plans to eliminate third-party cookies
In its latest report to the UK's Competition and Markets Authority (CMA), Google confirmed plans to eliminate third-party cookies in the second half of 2024. The process is expected to take about two months. Google plans to replace cookies with new API technologies that are expected to be less invasive to users' privacy, limiting the scope of historical data used for advertising purposes and taking into account the context of users' searches.
The initiative comes in response to the growing demand for greater online privacy, sparked by Apple's actions to force changes in the way it tracks users online.
Digital Agency Hauerpower
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