How Google Tracking is Impacting Advertisers

How Google Tracking is Impacting Advertisers

Google has gained the status of the most popular browser and one of the biggest website owners across the globe in the past few decades. In addition, Google.com is the biggest place for online advertising. However, people have been relying on privacy and seeking alternatives for web browsers and search engines.

The current trend will have a significant impact on the entire online advertising process, and advertisers should understand how to make their campaigns successful considering new methods. This blog aims to discuss the reasons for these changes and the way advertisements should be prepared for the absence of trackable private data.

Google Ads and How They Function

Google is one of the largest places of activity in the world of digital advertising. There are dozens of ad units presented in the manner of platforms, apps, and other Google-operated tools, and the majority of them involve keywords. For instance, with search ads, Google can help people search for their keywords and meet some related target ads.

Search ads appear next to Google search results when people look for products and services you offer. And, you only pay when people take action. Google Ads include millions of potential keyword and audience segments, and, taking into consideration that there are around 9 billion daily Google searches, it is possible to outline several strategies and examples to drive results.

Google took home a sum of $237bn in 2023, having captured nearly the third of global digital advertising revenue. The results were predictable, as the tech giant establishes industry standards for user tracking, advertising metrics, as well as keyword targeting. Still, even considering the ever-changing landscape influenced by customer privacy growing awareness, reality unfolds quite alarming ways to force even Google to reconsider their advertising models.

Several privacy-driven trends are setting up the web, affecting users’ decisions made by digital marketers. For one, a noticeable number of internet surfers – “moistened by much indignation at their privacy rights violation and data mismanagement” – go incognito. As such, ad blockers, VPNs, and privacy-focused browsers are reigning the web as most common tools both to protect oneself.

As a result, even Google is adjusting to the tendency. The company has earlier this year announced their plans to eradicate any data tracking performed in their Chrome browser. The tech giant reports that the latest updates are set to “dramatically limit the information and capabilities acquired by Google and Chrome from networks and services”, crippling data tracking for upwards of 99% of all third-party cookies by the end of 2023 Systems.

As such, the only way to prepare for the competitive privacy-focused future is to urgently research and possibly test alternatives to Google Ads.