Google To Test Feature Restricting Advertisers' Cookie Tracking In 2024
Portfolio Pulse from Benzinga Neuro
Google plans to test a new 'Tracking Protection' feature in Chrome that limits the use of tracking cookies by advertisers starting January 2024. This feature will initially affect 1% of Chrome users globally. The move is part of Google's broader initiative to phase out third-party cookies by the second half of 2024, which has raised concerns among advertisers about data collection for ad personalization. BofA Global Research notes that media agencies with large-scale proprietary insights may benefit from this change.
December 15, 2023 | 7:02 am
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NEUTRAL IMPACT
Google's 'Tracking Protection' feature in Chrome, which limits cookie tracking, may have similar implications for GOOG as for GOOGL, potentially affecting ad revenues but also possibly increasing reliance on Google's data.
GOOG, being the same entity as GOOGL, faces the same potential impacts from the 'Tracking Protection' feature. The neutral score reflects the balance between potential revenue disruption and increased value of Google's data.
CONFIDENCE 75
IMPORTANCE 70
RELEVANCE 80
NEUTRAL IMPACT
Google's introduction of 'Tracking Protection' in Chrome may impact its advertising revenue as it restricts third-party cookie tracking, but it could also strengthen its market position by making advertisers more reliant on Google's user data.
While the restriction on cookies could initially disrupt Google's ad revenue, the company's large user database might become more valuable to advertisers, potentially offsetting negative impacts. The exact financial impact is uncertain, hence a neutral score.
CONFIDENCE 75
IMPORTANCE 70
RELEVANCE 80