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No more personal identifiers on Google: What this means for the marketing industry and why publishers can benefit.

Google’s announcement that it would forego personal tracking in the future was a good three weeks ago – and there is still great uncertainty in the market. Is the era of personalized advertising over? What options do advertisers now have to address users in a target group-oriented manner – while remaining transparent and in compliance with data protection regulations?

1. Actually nothing new – Google supposedly relies on data protection

To calm the general panic, the most important finding first: The blog post from Google does not contain any real news. Only David Temkin, Director of Product Management, Ads Privacy and Trust, formulates Google’s agenda on data protection officially. In a nutshell: In the future, users will be less tracked and the use of their data will be more transparent. Why is this nothing new? This trend has been evident for a number of years: starting with the blocking of third-party cookies in the Chrome browser to Google’s Privacy Sandbox project.

For users: definitely positive: Your e-mail addresses are more secure and are not freely available in the entire third-party landscape. On the negative side, however: Google owns the majority of all users: inside data and the Americans: inside, as is well known, have a different understanding of data protection than we do. For the industry, the changes mean one thing above all: Google’s market power is increasing. And nobody can approve of that.

2. Publishers now have the longer handle

Publishers are given a new, more important role in this system. Because: The out of third party cookies primarily means a shift in the direction of first party data. Quite a positive development that creates more data sovereignty for the user. Publishers have the reins in their hands. David Temkin writes in his blog post that “First-party relationships are vital” – the focus should be on the customer and user relationships. And so again the subject of data protection.

Users should have confidence in digital services and voluntarily consent to the use of data for advertising purposes and the like – in order to benefit from it themselves. Publishers must therefore take care of the relationship with their users and maintain it carefully. This works best with transparency and a clear consent management.

3. We can still act – but not much longer

A small consolation: we can still change something. Of course, the reactions to the blog post clearly show what market power Google has. But: we can and must do something about it. And now. Instead of panicking because Google has announced something, we should take action against our dependence on US corporations. We can still act, we can still establish our own systems and standards and jointly develop an open advertising ecosystem. So that Europe remains competitive in the digital sector too – we don’t have much time for that.

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