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Google In Talks Over Third-Party Ad-Targeting/Tracking Restrictions

Google In Talks Over Third-Party Ad-Targeting/Tracking Restrictions

PerformanceIN

What would be the outcome of Google limiting third-party data and tracking, and how will this impact advertisers and publishers who use the platform?

With Facebook’s recently revamping its ad-targeting tools and approach to third-party data policy, ad tech giant Google is reportedly discussing a number of changes to its advertiser-facing and consumer tools amid public concerns over data privacy, which made headlines last year.

According to an article on AdWeek, Google’s internal teams have been debating the next steps for its advertising platform, including its leading web browser Chrome and recently rebranded Google Marketing Platform. The piece continues to say that the company is differing from several perspectives on the role of advertising, which involves the protection of consumers’ data privacy. The company’s ad revenues have been on the up, recently reporting a rise of 20% to $32.6 billion in Q4 2018.

Tracking on its radar

It’s even apparent, according to the article, that the discussions are also circling around online tracking, following the implementation of Apple’s ITP 2.0 on its Safari web browser and Mozilla Firefox’s anti-tracking policy last month. 

Among networks and platforms in the affiliate and performance industry, third-party data restrictions have caused several discussions and calls for other companies and advertisers to implement fit-for-purpose tracking solutions that are compliant.

Whilst the tech company’s interests are obvious, any key decisions made would need to be considered with caution, with Google’s recent GDPR policies notoriously known for causing upset resulting in a fine of £44 million by French data protection regulator CNIL for breaching the EU’s GDPR rules.

So what would be the outcome of Google limiting third-party data and tracking? Share your thoughts in the comments below.

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Mustafa Mirreh

Mustafa Mirreh

Mustafa is a senior journalist at PerformanceIN. Reporting on the latest day-to-day news and updates from the world of performance marketing, while also doing social media promotion, live reporting of events, article features and interviewing key industry players.

 

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