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The East Carolina Student Journal was first published in 1923 as a pamphlet by East Carolina Teachers College (1923-1925). Also called Teco Echo (1925, 1926-1952), East Carolina (1952-1969), Spring (1969-1979), and East Carolina (1969, 1979-present). It includes local, state, national and international stories that focus on the company's activities.
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East Carolina, October 14, 1993. October 14, 1993. University Publications: East Carolina University Press. UA50.05.06.02.967. East Carolina University Collections. https:/// 58431. Accessed February 1, 2023.
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Fill in the fields below to enter a general comment about the content on this page. The email address you provide will not be published and will only be used to ask questions or provide additional feedback. On March 3 of this year, two weeks ago at the time of writing, Google (GOOG) (GOOGL) announced that third-party cookies will be removed from the Chrome browser in 2022. This is not too surprising, as it has already been discussed. for a while. But many are surprised that Google does not create a different identity. In this article, we look at the impact of what Google is doing and the impact it will have on Trading Desk (NASDAQ: TTD ), a large independent DSP (web application provider).
At first glance, eliminating third-party cookies seems to destroy the open economy of the Internet, which relies heavily on advertising revenue. Advertisers that rely on third-party cookies to deliver targeted advertising will not be very successful; then the dominoes fall on the publishers, and then on the consumers. So, is Google ruining the open and free internet?
If you look carefully, the removal of third-party cookies represents an opportunity for the Open Internet to create a better and more efficient alternative to other cookies. Anything that replaces a cookie should be able to educate customers about it
Following Google's announcement, Jeff Green, the company's founder and chief executive, responded strongly in a blog post:
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These words comfort desk investors but there is more. Third party cookies have been around for almost 30 years and are still the most effective way to make the internet work. So, why is Google abandoning this common practice? What would a world be like without food? Is there another way to cook? is it good
Understanding the reasons behind Jeff Green's words and the answers to the above questions can give you a deeper understanding of the adtech environment, which will help you gain credibility in the business office.
Before we look at the larger implications of what Google is doing, we must first define our principles. Cookies are files/programs that collect personal information, including device identifiers, IP addresses and your browsing activity. These bits of data are used to provide the user experience and create advertisements.
There are two types of cookies. First-party cookies are stored directly by the website (domain) you are visiting, while third-party cookies are created by domains outside the website you are visiting, hence the name. This is done by vendors or partners on the site.
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Without restoring third-party cookies, the results could threaten the open internet, as third-party cookies have always been the backbone of the internet economy. In particular, third-party cookies have become an effective tool for marketers to identify users. Without this information, marketers cannot deliver effective ads. Irrelevant ads don't make money. Thus, publishers cannot provide good content, which ultimately hurts consumers.
Then, connecting the pieces like a chain of dominoes, removing the other three cookies placed on top is dangerous for all. It also includes a business office. The following diagram shows that it is scary. Nearly half (49%) of US media professionals surveyed by Integral Ad Science in October 2020 say third-party pricing is one of the top three challenges facing the industry in the next 12 months.
Now that we understand why and how important it is to the Internet, let's see why Google is tracking it. I see five reasons.
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First, why they have been using the Internet since 1994 as an economic way. However, the people, organizations and companies behind the site fail to explain to the user why they are there. If you're like me, you found it confusing and probably just click ‘accept' and move on. You've probably heard that even if you're angry and nervous when you click a button, you don't feel the need for the Internet to show you its content.
Despite the efforts of regulators (GDPR, European Data Protection Directive, and CCPA) to educate users about cookies and protect user privacy, no progress has been made.
The second reason why the other three are listed is related to the design and lack of size. The following diagram shows how a persistent cookie works. There are many versions of these cookies on the Internet and there are no common symbols. Therefore, the loading of the website is often much slower than it should be. What matters to advertisers is that prices go up and prices go down accordingly. Therefore, it means less ROI (return on investment) for advertisers.
The third reason why third-party cookies are disappearing is that cookies only work in the browser, which represents only 19% of digital marketing usage, as consumers spend more time on video and other channels.
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This can be shown by the chart in the Nielson 2020 report. Consumers watch video (about 6 hours a day) on devices such as apps, game consoles and cable television (‘CTV') where other cookies do not. One thing to note is that these numbers are affected by the pandemic, so these numbers may be much higher now.
The chart is hard to read, so you can start with live TV at the bottom (blue), and work your way to app/web on tablet (red) at the top.
The reduction in the number of visitors on the Internet brings us to the fourth reason why Google stops other cookies. Cookies limit Google's ability to use more. Jeff Green compares Google's decision to do business with a game of chess.
Google does business. With this announcement, Google is doubling down on its properties, such as Search and YouTube, and adding bricks to the wall around those properties. The next point is that Google no longer appreciates serving all Internet advertisements – it is certainly no longer a thing of the past. (emphasis mine)
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I'd also like to add Jeff Green's comments on why Google is happy to do this business; This is because Google already has more than 2 billion email addresses and the search engine's most important high-level data. Make this chess move completely surprising.
The fifth and final reason why Google is deviating from the third why is due to regulatory pressure. You may remember the Cambridge Analytica scandal on Facebook where the personal data of 87 million users was collected and misused without their consent. Facebook has been charged with regulators since they followed every step of the company.
Since Facebook's Cambridge Analytica scandal, governments around the tech giant have come under fire for collecting personal data without consumers' consent. Google faces similar pressure. It has billions of users' personal data.
Google is the biggest part of the internet which means it is always held accountable when it comes to internet privacy. Eliminating third-party cookies is one way for Google to free itself from some of the growing political pressure.
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In the next section, we will see why Google's decision opens up great opportunities for the open Internet, and most importantly, why the e-commerce platform is well placed to win over the masses.
Jeff Green is a veteran
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