Google Guides: Are Cookies Going to Be Banned?

Cookies

Google Guides: Are Cookies Going to Be Banned?

Did you know that Google makes up 56% of the web browser market? Additionally, it also accounts for 76% and 86% of desktop and mobile search traffic.

For YouTubers, Google has been helpful in raising their YouTube CPM rates through Google-based systems.

But in January 2020, Google announced it will no longer be supporting third-party cookies in Chrome by 2022. The move was an initiative to enhance online privacy as the threat kept growing.

Due to the cookie phase-out, 41% believe that their biggest challenge would be the ability to track the correct data.

This post discusses how the ban will affect programmatic advertising when Google reaches its intended deadline.

What Is A Cookie?

In web programming, cookies are small blocks of data that a server creates while a user is browsing through a website. The browser then saves the data on the user’s computer or any other device used to access the website.

The exact definition applies to the “what is a Google cookie?” query.
While most people associate cookies with malicious activity.

They actually help improve the user’s online experience by saving the user’s browsing information.

Cookies can remember the user site preferences and give them locally relevant content.

There are two types of cookies. First-party cookies are generated by the website a user visits and show the website on the address bar.

Third-party cookies are a bit different. They are generated by other sites that own some of the content, like images or ads that the user sees on a website.
Google intends to phase out third-party cookies over the growing concern of tracking user data.

A user has the authority to delete all cookies, block or allow all cookies, and set preferences for specific websites.

Google Cookie Ban

Google has been lagging when it comes to implementing third-party cookie bans. Other browsers such as Safari and Firefox have already blocked such cookies. However, Google is the most significant market shareholder.

The ban looks like an apocalypse for programmatic video advertisers.
The phase-out was first announced in 2020, with a two-year deadline being set as Google negotiated with stakeholders. But as it stands now, Google is facing significant issues while trying to reach its deadline.

Critics say that the cookie ban is forcing ad sellers to go directly to Google for ad information giving it an unfair advantage. In June 2021, Google announced it was pushing back its third-party cookie phase-out deadline until 2023.

Many digital marketing agencies gladly welcomed the new developments. They want the extended period to be for constructive consultancy. It should include regulators, advertisers, or anyone affected by the change.

Google has already rolled out one of its privacy policies under the Privacy Sandbox. Google claims to be trying The Federated Learning of Cohorts, commonly known as FLoC.

The policy has already received backlash from the Electronic Frontiers Foundation (EFF). They describe it as “(Internet) users begin every interaction with a confession.”

Privacy Sandbox

The privacy sandbox is a collection of technologies that Google is building. The advertising industry and other stakeholders are also present. Google announced the technologies before announcing they were about to phase out third-party apps.

The sandbox is to be more privacy-friendly than previous third-party apps. It doesn’t have to decimate advertisers in the process.

The sandbox features ways that web browsers can handle spam and how user’s sign in to websites. It also features various ways of changing online and programmatic video advertising.

It provides tools that help to measure how much users click on ads and interact with the ad in some way. The privacy sandbox can also measure different ways to show users ads while they are online.

While major players in ads disapprove of the ban for third-party apps. Website owners are rejoicing since they get the data previously controlled by Google.

FLoC

In March 2021, Google Chrome began real-world testing of the FLoC system. Putting it to work in millions of web browsers. FLoC is a third-party cookies replacement on Google Chrome.

The company says the system is 95% effective in showing users’ adverts they have an interest in.

After the ban, when people ask what is a google cookie? Floc will be the answer given. The technology will be handy for showing ads to users whose browsers belong to a cohort that has been observed to visit an advertiser’s website frequently or show interest in similar topics.

It uses machine-learning models to predict the probability that a user will convert based on their particular cohort. This will inform ad auction bidding behavior, and it will also be used for recommending content to users.

How Floc will work

The FLoC service that a browser uses creates a mathematical model with many cohorts. Each of the cohorts will correspond to thousands of web browsers that have similar browsing history data.

Every cohort is given its own unique number.

From the FLoC service, the ‘User X’ browser receives information that describes the FLoC model. The user’s browser figures out its cohort through the FLoC model’s algorithm.

It calculates the cohort that best corresponds to the user’s browsing history.
For example, if the user is in cohort 1973, the browser will not share any data with the FLoC service.

Similarly, the ‘User Y’ browser calculates the cohort id. Even if the browsing history could be different between ‘User X’ and ‘User Y,’ it could be similar enough that both their browser belong to cohort 1973.

How Google Uses Cookies

Google has strong dominance in browsers, advertisements, and searches, making it an excellent source for cookies. Cookies in Google are used for varying reasons, such as remembering a user’s preferred language or recommending relevant ads to the user.

However, there are different types of cookies that Google uses. Some or all of the cookies used by Google may be stored in the user’s browser. The user also has the power to manage cookies through the Google personalization settings at any time.

Functionality

Cookies meant for functionality allow the user to interact with a website or service to get features that are critical to that specific service.

Preferences such as the user’s default language, product optimizations that help maintain and improve service, and maintenance of information relating to the user’s sessions.

These preferences are considered to be fundamental to a service. For example, the ‘VISITOR_INFO1_LIVE’ YouTube functionality cookie contains a unique id that is used to remember a viewer’s preferences and other information such as what type of videos a user likes to watch.

Additionally, YouTube uses the ‘PREF’ cookie for storing data such as playback preferences like shuffle content, autoplay and video ratio. The cookie also stores a user’s preferred page configuration.

The ‘PERF’ cookie is available on YouTube Music as well and expires after eight months of user inactivity.

To enhance and maintain a viewer’s experience while streaming. YouTube uses the ‘YSC’ cookie to memorize user input and associate a user’s action. Unlike ‘PERF,’ ‘YSC’ lasts for as long as the user keeps their browser open.

Security

Security cookies offer secure authentication to users, prevent instances of fraud, and protect the user for as long as they interact with a specific service. The cookies make sure that only the legitimate owner of an account can gain access to the account.

The ‘HSID’ and ‘SID’ are examples of security cookies. They contain digitally signed and encrypted records of a user’s most recent sign-in time. Most importantly, the cookie contains the user’s Google Account ID.

A stack of these cookies is effective against many forms of attacks like stealing data from forms passing through Google Services. For example, the ‘YSC’ and ‘pm_sess’ cookies are responsible for preventing abuse, spam, and fraud.

The two cookies act independently without the user’s knowledge. Blocking and preventing malicious websites that can make requests.

Analytics

Analytical cookies are purely for helping to collect data. They allow services to gain insights into how users interact with a specific service. Through this data, the services can produce better content and create custom features that improve a user’s experience.

Websites also use analytical cookies to learn how users interact with their functionalities. Programmatic video ads are heavily reliant on analytical cookies. Often using a collection of them to achieve their objectives.

Google Analytics, a product from Google, also relies on a set of cookies to collect data and report results without personally identifying individual visitors to Google. Analytics is primarily for understanding how visitors interact with a website or app.

It mainly uses the ‘_ga’ cookie, which enables a service to differentiate between different users and expires after two years. The cookie is compatible and accessible to any product that implements Google Analytics.

Advertising

Today, 75% of videos advertisements are programmatic. Programmatic videos advertising refers to a machine-learning technology that uses bots to purchase advertising space following a specific set of requirements.

The functionalities for cookies meant for advertisements include personalizing ads, limiting the rate at which an ad appears to a user, muting ads that the user has chosen, measuring how effective the ads are, and finally serving and rendering ads.

Most Google services, like YouTube, commonly use the following cookies to form an ads cookie stack.

The ‘ANID’ cookies memorize the setting for any personalized ads that the user has enabled. After 13 months in the United Kingdom, Switzerland and the European Economic Area (EEA), and Switzerland, the cookie expires.

Everywhere else in the world, the cookie will expire after 24 months. Alternatively, if the user has no such setting enabled, ‘ANID’ will continue to store the personalized ad setting until 2030. In contrast, the ‘NID’ cookie expires six months since the user’s last activity.

‘IDE’ expires after 13 months in Switzerland, the United Kingdom, and the European Economic Area (EAA). For the rest of the world, the ‘IDE’ cookie expires after 24 months.

Some cookies support Google showing ads on third-party sites and are set in the domain of the website you visit.

For example, ‘_gads’ enables websites to show Google ads, including personalized ads.

Cookies that start with ‘_gac_’ are initially a product of Google Analytics and are used by advertisers to measure user activity and the performance of their ad campaigns.

The ‘_gads’ cookie expires after 13 months, while the ‘_gac_’ cookies have a lifespan of 90 days.

Other cookies are for measuring ads, conversion rates, and campaign performance for Google ads on the website a user visits.

For example, cookies that start with ‘_gcl_’ originate from Google Analytics and are mainly used to assist advertisers in determining the number of times a user who clicks on their ads end up taking action on their website, such as booking an appointment.

The ‘_gcl_’ cookies last for 90 days. Unfortunately, cookies used for measuring conversion rates aren’t used to personalize ads.

Personalization

Personalization cookies are meant explicitly for enhancing the user’s experience through personalized content and features. Based on the user’s preferred settings, some cookies enable better recommendations within a service.

For example, YouTube’s ‘VISITOR_INFO1_LIVE’ is responsible for personalizing the viewer’s recommendation list. The cookie depends on past views and searches to create the recommendation.

YouTube also features the ‘YT-PLAYER-BANDAID-Host’ cookie that is for determining the optimal video quality based on the user’s network settings and device.

The ‘NID’ cookies allow personalized autocomplete features for search bars as the user types search keywords. Both ‘NID’ and ‘VISITOR_INFO1_LIVE’ expire after six months since the user’s last activity.

Ride Through Google Cookie Bans Under the Wing of Media Shark

As the threat of Google keeps growing, stakeholders should be prepared for the inevitable future.

They should stop wasting advertising dollars since they are swimming in an ocean of online advertising, and they need to swim with the right shark.

At Media Shark, we are a digital marketing agency that interacts with its clients to come up with a marketing strategy that best works for them. We bite right into the digital marketing plan that won’t get from our jaws until we are through.

Talk to us today for free consultations, third-party cookie bands, and any queries related to digital marketing.

Related Posts

YouTube Ad Revenue Calculator
YouTube

The Ultimate YouTube Ad Revenue Calculator

Whether you’re just starting out or already working with a strong following and viewership base, understanding YouTube ad revenue can be tricky, especially if you

digital marketing budget
Marketing Agency

How to Make a Digital Marketing Budget

How to Make a Digital Marketing Budget In 2020 the digital marketing and advertising industry was estimated to be worth more than $350 billion. By 2026

digital marketing ads
Marketing Strategies

Making Your Digital Marketing Ads Stand Out

Making Your Digital Marketing Ads Stand Out: Design Tips That Work Around 5 billion people (63% of the population) worldwide use the internet. For almost any business

instagram vs tiktok
Marketing Strategies

Marketing on Instagram vs. TikTok: Which Is Better?

Marketing on Instagram vs. TikTok: Which Is Better? There’s a reason why there are nearly one million marketing specialists found in the United States. These days, it’s

traditional marketing vs digital marketing
Marketing Strategies

Traditional Marketing vs. Digital Marketing

Did you know that more than four billion people regularly use the internet? Keep reading to learn more about the differences between traditional marketing vs. digital

diversity marketing
Marketing Strategies

What Are the Benefits of Diversity Marketing?

What Are the Benefits of Diversity Marketing? Diversity in marketing is not just about employing people from different backgrounds, it’s also about using a range

Social Media Ads
Marketing Agency

Social Media Ads Ranked from Best to Worst

Social Media Ads Ranked from Best to Worst Social media is one of the most impactful developments of this century, with more than 70% of Americans having

CPM rates
Media Shark

What YouTube Niches Have the Highest CPM Rates?

What YouTube Niches Have the Highest CPM Rates? Youtube made $19.7 billion in revenue last year, mainly by selling advertising space. As a platform that fosters connections with

youtube trends
YouTube

6 Important YouTube Trends for Businesses

6 Important YouTube Trends for Businesses The world’s largest video-sharing platform, Youtube, boasts a staggering 1.9 billion monthly users, with over 5 billion videos watched every day.

youtube seo
YouTube

YouTube SEO: How to Get Your Videos to Rank

Did you know that YouTube has released several new features to help content creators increase their ranking? Starting an advertising campaign on social media platforms like YouTube

youtube ads
YouTube

The Essential Guide to YouTube Ad Campaigns

Did you know that social media marketing is quickly replacing TV ad campaigns? Social media platforms like YouTube garner millions of views every single day from around

how to advertise on YouTube
YouTube

How to Advertise on YouTube: 8 Essential Tips

How to Advertise on YouTube: 8 Essential Tips Did you know that social media marketing is becoming an in-demand niche for marketing firms across the globe?  Advertising

types of SEO
Uncategorized

What Are the Different Types of SEO?

What Are the Different Types of SEO? Starting your optimization journey? Pretty overwhelmed by all of the acronyms and marketing terminology? Thought so. The best

YouTube SEO
SEO

YouTube SEO: 9 Key Things to Remember

YouTube SEO: 9 Key Things to Remember Is video content important for your marketing? Absolutely. The amount of online videos that people have watched has nearly

managed SEO
SEO

7 Reasons to Hire a Managed SEO Company

7 Reasons to Hire a Managed SEO Company for Your Business In the United States, 65% of small business owners have worked with an SEO provider at

what is a youtube cpm
YouTube

What Is YouTube CPM? A Quick Guide

What Is YouTube CPM? A Quick Guide Did you know that there are more than 37 million YouTube channels floating around on the internet right now? Whether

YouTube CPM
YouTube

YouTube CPM: Things That Affect Your YouTube Revenue

YouTube CPM: Things That Affect Your YouTube Revenue Youtube, the world’s largest video-sharing platform, boasts a whopping 122 million active users every day. For most people, Youtube

how much does SEO cost
SEO

How Much Does SEO Cost on Average?

How Much Does SEO Cost on Average? Did you know that the first result of a Google search tends to get more than 31 percent of

enterprise seo
SEO

7 Key Benefits of Enterprise SEO

7 Key Benefits of Enterprise SEO Over 50% of all website traffic comes from an organic search. In fact, nearly 70% of online experiences start with a

tiktok marketing
TikTok Advertising

How to Advertise Your Business on TikTok

How to Advertise Your Business on TikTok TikTok now has over 1.5 billion users in total. The app even added 500 million users within less than a

benefits of local seo
SEO

7 Major Benefits of Local SEO

7 Major Benefits of Local SEO 46% of all searches on Google are people looking for local information. Many of the people doing these local searches

YouTube CPM
Media Shark

What Are the YouTube CPM Rates in 2022?

What Are the YouTube CPM Rates in 2022? Did you know that YouTube receives more than 2 billion viewers every month? With numbers like that, it’s not

seo trends
Marketing Strategies

7 SEO Trends to Look Out for in 2022

7 SEO Trends to Look Out for in 2022 SEO: it’s one of the most important parts of your website. Even the best digital marketing

managed seo
Media Shark

7 Major Benefits of Using Managed SEO Services

7 Major Benefits of Using Managed SEO Services Building your online presence while keeping your company running may feel impossible as you’re starting. However, your

digital ads
Media Shark

7 Tips To Dominating Digital Ads

7 Tips To Dominating Digital Ads Are you tired of spending all of your money on digital ads that aren’t bringing new leads? If you

google display ads
Programmatic

A Beginner’s Guide to Google Display Ads

A Beginner’s Guide to Google Display Ads Google Display Ads: are you looking to get started? Whether you’re not familiar with display ads or you

ott
OTT

What Is OTT Advertising?

What Is OTT Advertising? OTT, or over-the-top advertising, is changing how the digital marketing world works. The days of cable TV commercials are almost over,

how much are youtube ads
Uncategorized

Online Advertising: How Much Are YouTube Ads?

Online Advertising: How Much Are YouTube Ads? Netflix has been dethroned.  No, not by rival streaming programs like Amazon. But by YouTube, to the tune of

SEO for dummies
SEO

SEO For Dummies

SEO For Dummies Did you know that there are more than 1.7 billion websites floating around on the internet right now? Are you looking for the guide

advertising on youtube
Programmatic

A Beginner’s Guide to Advertising on YouTube

A Beginner’s Guide to Advertising on YouTube Google now owns about 92% of the global search market share. You’re no longer limited to creating text ads,

enterprise seo
Media Shark

What Is Enterprise SEO? A Quick Guide

What Is Enterprise SEO? A Quick Guide Compared to traditional ad campaigns, leads through SEO are eight times more likely to convert. A strong SEO strategy can

audio ad
Marketing Strategies

How to Measure an Audio Ad

Are you looking for an inexpensive way to connect with your potential clients but feel like you’re out of ideas about what to try next?

podcast advertising
Marketing Agency

7 Benefits of Podcast Advertising for Your Campaigns

Podcast advertising enables businesses to capitalize on the emerging audio industry. It provides a creative outlet for companies to reach customers. Podcasting has gained significant

display ads
Media Shark

How To Use Display Ads To Your Advantage

The value of the global advertising market is expected to reach $769.9 billion by 2024. When so many businesses have easy access to effective digital channels, it becomes even

TikTok Ads
TikTok Advertising

Is It Worth Investing in TikTok Ads?

Are you thinking of adding TikTok Ads to your advertising strategy? If you consider TikTok a kid’s app for uploading silly videos and watching funny

online video
Marketing Agency

Why the Future of Advertising is Online Video

About 80% of people recall a video they’ve watched within the past month. Meanwhile, 55% of people engage with online video every day. Videos get shared 12

integrated marketing
Marketing Agency

The What, Why and How of Integrated Marketing

Approximately 49% of businesses in the US, use digital marketing to promote their products and raise brand awareness. That’s about half of all businesses in the US,

retargeting
Media Shark

What Is Retargeting and How Does It Work?

Have you ever browsed a product on a website and then seen that same product following you around the internet for weeks afterward? That’s retargeting

online video advertising
Uncategorized

Online Video Advertising in 9 Simple Steps

Did you know that video marketing is used by 86% of businesses to improve brand awareness? Approximately 87% of video marketers have reported that video ads

Native Advertising Work
Marketing Agency

How Does Native Advertising Work?

Did you know that 90% of consumers still term targeted ads as annoying, despite advertisers tailoring them to their needs and interests? Keep reading to understand how

seo companies
Marketing Agency

How SEO Companies Can Help Improve Your Company

According to research, the first organic google result gets an average CTR rate of an impressive 28.5 percent. The second position garners about 15 percent, the

ad campaign
Programmatic

How to Develop a Successful Online Ad Campaign

According to research, global advertising surpassed a hefty $559 billion, which means online ads are fierce competition. Creating a successful ad campaign could seem intimidating, to

YouTube CPM Calculator
YouTube

YouTube CPM Calculator

YouTube CPM Calculator Imagine getting to make more money from your YouTube videos as a creator. Or if you’re an advertiser, think about what it

youtube cpm
YouTube

Everything You Need to Know About YouTube CPM

Viewers are shifting their focus from pay-per-view video streaming to online platforms. YouTube has seen a steady increase in subscribers and users over the past

ad exchange
Programmatic

What is Ad Exchange and How Does It Work?

What is Ad Exchange and How Does It Work? This year the digital ad space defied all pandemic-related odds and rebounded 12%. When breaking the

ad network
Programmatic

How to Incorporate an Ad Network Today

How to Incorporate an Ad Network Into Your Marketing Campaign When the Internet first became prominent, some businesses saw the writing on the wall and

Audio Ads
Programmatic

Listen Up: What Are YouTube Audio Ads?

Listen Up: What Are YouTube Audio Ads? YouTube is a $15 billion a year ad revenue business.  And that will grow even more with YouTube music audio

YouTube Ad
Marketing Strategies

Ad Answers: How Much Does a YouTube Ad Cost?

Ad Answers: How Much Does a YouTube Ad Cost? Did you know that YouTube gets 30 million visitors every day? This makes the video-sharing platform the biggest

digital marketing trends
Uncategorized

5 Digital Marketing Trends For 2021

5 Of 2021’s Biggest Digital Marketing Trends In 2020, digital marketing surpassed traditional marketing in revenue generated. That trend didn’t reverse in 2021, and it doesn’t look

youtube ads
YouTube

Everything You Need to Know About Youtube Ads

YouTube advertising is effective. 80% of brands reported a higher return on investment from advertising on YouTube than on TV. All video ads stay in a person’s

YouTube

YouTube CPM: What Is a Good CPM for YouTube Ads?

With more than 2.3 billion users and growing, YouTube remains one of the largest platforms out there. If your business isn’t taking advantage of this exposure, you

Marketing Strategies

Media Shark: What is Display Advertising?

Apparently, the average American sees more than 5,000 adverts a day. Display advertising can be the key to helping you grow your business today! If some

ppc specialist
ppc specialist

The Benefits of Outsourcing a PPC Specialist in 2020

About 45% of small businesses are already using pay-per-click (PPC) search marketing. If you’re not, you’re already falling behind your competitors. With PPC advertising, you can generate

Programmatic

Video Marketing With Media Shark

Having custom video content for your business would truly take your digital marketing efforts to the next level and Media Shark is your premier video

Marketing Strategies

8 Benefits of Mobile SEO with Media Shark

There is no doubt that search engine optimization is vital for a successful marketing strategy, but people aren’t using desktops for search anymore. You need

Marketing Agency

Mobile SEO with Media Shark for Small Businesses

There is no doubt that search engine optimization is vital for a successful marketing strategy, but people aren’t using desktops for search anymore. You need

Marketing Agency

7 Common WordPress Mistakes You Need To Fix

WordPress is a fantastic tool for building websites. It has a number of options for customizing and enhancing features. It is easy to use for

wordpress design company
Wordpress Design

Your Guide to WordPress Design Company in 2020

WordPress is behind at least 30% of the internet, which amounts to around 455 million websites. It has the largest share of all platforms, making it

Media Shark

How Does Media Shark Plan for a Product Launch?

How Does Media Shark Plan for a Product Launch? Almost 75% of product launches fall short of projected profits. Some even fail, especially within the programmatic space.

Uncategorized

YouTube Advertising 101: Getting Started

With two billion users logging in monthly, YouTube is the world’s second-largest social media platform. If you’re looking to reach a new audience or add a new

Uncategorized

8 Great YouTube Advertising Ideas

8 Great YouTube Advertising Ideas for Your Business Did you know there are over two billion active monthly YouTube users? That means you could get millions of

Uncategorized

How to Optimize YouTube Ads

How to Optimize YouTube Ads: The Guide You Need Youtube has more than 2 billion unique visits every month, and according to Youtube’s CEO, that number is

Marketing Agency

Signs It’s Time to Switch Marketing Agencies

Many businesses hire marketing agencies expecting top-notch results. In reality, this isn’t always the case. This is especially true when it’s your first time hiring

Uncategorized

Online Marketing Strategies to Help You Win

Online Marketing Strategies to Help You Win The internet is a popular place and has attracted 40% of the world’s population. That’s more than 4.5 billion people

What Does RTB Stand For?

What Does RTB Stand For? RTB stands for real-time bidding, it is has become a popular method that advertisers use to place ads online. However, you may

YouTube CPM
YouTube

What Is a YouTube CPM Rate?

What Is YouTube CPM? Since launching in 2005, YouTube has become one of the most influential platforms in internet history. Which is why advertisers like

online marketing strategies
Marketing Strategies

Online Marketing Strategies to 10X Your Advertising

Online Marketing Strategies to 10X Your Advertising The internet is a popular place and has attracted 40% of the world’s population. That’s more than 4.5 billion people

demand side platforms
RTB

RTB Marketing and Demand-Side Platforms

Demand side platforms or also known as DSPs are changing the marketing game forever and the same can be said for real time bidding. Two

programmatic platforms
Programmatic

The Truth About Programmatic Platforms

The 101 on Programmatic Platforms The digital advertising domain is growing complex and the same can be said within what exists within the programmatic platforms.

Tampa marketing agency
Marketing Agency

How to Find the Right Tampa Marketing Agency

How to Find the Right Tampa Marketing Agency With the emergence of the internet, nearly anything seems possible for businesses. Just like the lottery, anyone

programmatic platforms
Programmatic

Programmatic Platforms and RTB Marketing

Programmatic Platforms and RTB Marketing The digital advertising domain is growing complex. As a result, many marketers have turned to programmatic platforms and RTB marketing.

youtube cpm
YouTube

YouTube CPM Rates: What you Need to Know

That funny cat video you just watched on Youtube might just be making someone some very real cash. Your business can benefit from that exposure,

demand side platform
RTB

Full Breakdown On What Is a Demand Side Platform?

101 Guide To What Is a Demand Side Platform Ahead of all other media channels, programmatic advertising is growing the fastest. But does this help your business? You’ll want

ppc specialist
Marketing Strategies

11 Skills Your PPC Specialist Should Have

Did you know that 7 million advertisers invested a total of $10.1 billion in PPC? That’s a clear indication of how crucial it is! Having the right