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The big tech from Mountain View has stated that it will stop using technology that allows tracking of users’ online actions (more precisely, it will no longer use third-party cookies or similar tools).

This disruptive move stems from growing and widespread concerns about privacy, shared by both users and governments.

This means that we will be able to search for a product without then being followed by retargeting ads everywhere while we continue browsing, that we will stop seeing ads for products that interest us (or that at least presumably we may like), that the ads shown to us will stop being about us, so rest assured, you can show your screen to colleagues without fear. But what does this mean for businesses? In two words…

So what?

Having lower user profiling will prevent companies from showing ads to people who are strictly in the target audience, so reasonably more interested than others. The risk for companies is to return, at least partially, to having to “shoot in the dark,” carrying out those broader-range operations typical of traditional media, such as advertising on radio, television, and print media.

One of the advantages of the web disappears

In this way, one of the main attractions of online investments is wiped out with a stroke of the pen, namely the ability to sponsor messages that target the reference audience in a precise manner, resulting in budget effectiveness optimization and increased ROI.
In this perspective, it could be especially SMEs that lose out, once again leaving the visibility space hard-won to large companies with large advertising budgets.

The democracy of the web and its ease of access for all, even for small businesses, seems to take a hit.

Google has taken a proactive approach compared to the privacy protection demands that could come from the European Union or other pressure groups. We’ll see what happens and what the actual impact on online advertising will be.