How Google Privacy Policy Update Will Impact Digital Marketing?

Everyone uses Google’s services, whether it be individual or businesses. Some popular services by Google are Gmail, Google Photos, Google Analytics, Google Ads, YouTube and many more. Google had recently made a cookie announcement, where it has confirmed that third-party cookies will be made obsolete by 2022.

Why is Privacy Policy essential?

Privacy Policy is essential for every user that browses on the internet, since cookies by third-parties used to collect personal information of people visiting their website without their knowledge. Many browsers like Safari and Firefox have already disabled third-party cookies. Whereas Google will be disabling third-party cookies in 2022, which means Google won’t be able to collect information of users browsing on Google. Google Ads will no longer be able to show personalized ads.

Google’s new cookie policy:

The new cookie policy restricts third-party cookies on Google’s browser from collecting user information like device, browser, personal details, IP address etc. GDPR (General Data Protection Regulation) in Europe and CCPA (California Consumer Privacy Act) also have made changes to how web browsers collect user information through cookies.

Google New Privacy Policy Changes Explained:

New Google’s Privacy Policy 2021 will see drastic changes to the way Google collects user information.

1. One can sign up to Google services and manage privacy policy.
2. One can also use some of Google’s services without signing up and still use its services like search, YouTube, browse using Incognito mode, etc.
3. A user can even control the privacy settings of all the Google services they use, so that Google only collects the information a user provides and how it will be used by Google.

Who will be most affected by this Privacy Policy update?

The most affected by Google’s privacy policy update will be third party companies or businesses or Digital Marketers who pay money to Google to play their Ads.

What are the effects on Digital Marketing and IT Services?

The following are the effects on Digital Marketing and IT Services:

1. Businesses now cannot create audience lists.
2. The frequency of showing ads will be fewer, since users may not be happy about seeing ads all the time.
3. Lack of cookies will not allow marketers to assess conversions through Ads.

There are ways however businesses can overcome the above effects:

1. Try to connect with audiences and users directly through email or SMS if they have already agreed to this communication. For example, cart abandonment emails or serve them ads of products or services when they had earlier browsed etc.
2. Use machine learning tools to predict the type of websites the user visits, so that Google then showcases business or marketer Ads on those sites.
3. Google uses machine learning to also show ads to users by scanning the page and customizing ads.
4. Businesses will also need to analyze their Google Ad campaigns. To help with this Google is relying on Cloud technology to measure and analyze campaigns and accordingly personalize ads or messages.

Google Privacy Policy is determined to ensure that user data is private. Machine learning, Cloud and Artificial Intelligence are at hand of marketers with the help of Google which is helping marketers to forecast campaign outcomes and accordingly make changes and improvements.

Google’s Privacy Sandbox:

Google’s Privacy Sandbox is the answer for all advertisers and marketers. Under this Google had proposed many measures and tools, some are:

1. FLoC (Federated Learning of Cohorts) proposed that advertisers can reach customers with relevant ads based on large group interests. This helps to keep individual device information and browser history private.
2. The Privacy Sandbox also helps marketers to remarket to visitors who visited the website earlier.
3. An event-level reporting will enable marketers to measure conversions.
4. Trust Token API measures if the traffic to a website is genuine or by robots.
5. Anti-fingerprinting can be established when a new proposal called Gnatcatcher comes into play, where a person’s IP address is masked.

Google Privacy Policy will definitely change the way marketers approach visitors or users, but when your business can integrate Google’s Privacy Policy, then it is easy for you to reach your target audience without compromising their privacy.

Alpha InfoLab is a reputed Digital Marketing Services Company that will help your business reach its true Digital Marketing potential. To incorporate IT marketing solutions with Google’s Privacy Policy, connect with Alpha InfoLab Team.