The apparent death of cookies also won’t matter much to Google, which has a lot of data from multiple services besides Chrome and can target people without cookies.
According Google results report for 2023$237.86 billion of the company’s $307.39 billion in revenue came from ads. Ads on your search engine results page and other products, including Gmail, Google Maps, and Google Play, are the largest revenue generators with a collective total of $175.03 billion, or 56.9 percent of total revenue. YouTube ads generate $31.51 billion (10.3 percent of the total), and Google network ads, including ads on Google partner sites, generate $31.31 billion, 10.2 percent of the total. the income. Income from online advertising were down by 4.5 percent last year, showing that Google’s dependence in this area is reducing.
Google knows that it is very possible that users concerned about their privacy will opt out of receiving cookies from Chrome, just as they did with Apple’s ATT, in which Facebook took a $10 billion hit. Now, ATT subscription rates range from 12 percent to 40 percent in different application categories.
The mobile advertising industry has boomed in recent years, even with Apple’s ATT in place, says Jake Moore, global cybersecurity advisor at security firm ESET. He calls ATT’s results “impressive” and suggests that Google has been watching the outcome of Apple’s rules before implementing its own version.
Meanwhile, Google already advises developers to act as if they don’t have cookies. The tech giant works under the assumption that even if 80 percent opt out, 20 percent of Chrome’s most 3 billion users is not a bad result.
Ensuring users can consciously choose whether to use cookies or not is “a good step in practice”, says Simon Bain, CEO of data and analytics platform OmniIndex. But Google needs to consider how easy it is to opt out, he says.
“And is there a negative impact on users opting out?” Bain says. “These are crucial because if the opt-out is hidden in the privacy settings and there is a reduction in functionality or workflow as a result of not having them, then it’s not really a fair or legitimate choice.”
Informed choice
Google says its updated approach allows people to “make an informed choice that applies to their web browsing” and says it will be able to “adjust that choice at any time.”
The plan is to make this as usable as possible. Sources familiar with the matter confirmed that Google’s current plan would be a prominent global ad, meaning users would not be asked to choose site by site.
However, some experts question Google’s motives. Sean Wright, an independent security researcher, notes that Google has “an enormous amount of data on individuals,” giving a lot of power to “a single entity.”
This level of control could put user privacy at risk, Wright says. “My concern is that you have a large company that is already well established, developing its own ecosystem with little competition. “There appears to be little incentive to improve user privacy.”
But Google maintains that it has received feedback from “a wide range of stakeholders,” including regulators such as the UK Competition and Markets Authority, publishers, web developers and standards groups, civil society and advertising industry participants. “This has helped us create solutions that aim to support a competitive and thriving marketplace that works for publishers and advertisers, and encourage the adoption of privacy-enhancing technologies,” the company says.
Still, privacy is a difficult balance to strike for the world’s largest browser, whose business model is designed to rely on advertising.
This is already well known, and if you care about your privacy, you may have already abandoned Chrome for another browser. If you haven’t, Chrome alternatives include Apple’s Safari, BraveVivaldi, Firefoxand the pathopathoir browser. brave and vivaldi and based on the same Chrome engine as Chrome, so they include some of the same features.
