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Alphabet shares slightly lower pre-market: Google manager advocates the end of advertising cookies 09/21/22 & More Breaking News

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Google top manager Matt Brittin made that clear on Wednesday at the DMEXCO advertising fair in Cologne. “Transitioning to a world without third-party cookies means we need to rethink the technology that underpins much of the online advertising ecosystem,” said Brittin, who oversees Google’s Europe, Middle East and Africa business. You have to develop new solutions that focus on data protection.

Cookies are small files that a browser saves on the computer or smartphone. Because cookies often contain unique identifiers, they allow websites to recognize their visitors. So-called third-party cookies are not set by the visited website itself, but by embedded content from other sites. This allows advertising service providers to track users across different pages.

“Third-party cookies are a technology that is increasingly being misused,” Brittin told the German Press Agency. Users find some of the advertisements intrusive and annoying and are increasingly using ad blockers. “An ad blocker is a crude tool that makes it difficult to fund content because everything is blocked.”

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Brittin rejected a complete ban on personalized advertising because it would endanger the existence of the free, advertising-funded web. “Interactive Advertising Bureau has found in a study that the switch from personalized to non-personalized advertising could cost 39 billion euros a year.”

Brittin referred to an alternative concept called “Topics” (topics), in which the browser itself creates an interest profile without passing on data to advertisers that could be used for specific identification. “We provide new technology that enables users to see relevant advertising without compromising their privacy or being tracked across websites.”

At the same time, Brittin made it clear that there will be no further grace period for accepting third-party cookies. Google had already announced at the beginning of 2020 that it would phase out support for advertising cookies in its own Chrome browser. After protests from the advertising industry, this deadline was extended to the “second half of 2024”. That date is set, he said.

At DMEXCO in Cologne, Google announced two more new tools to enable privacy-friendly advertising. The “Google Ads Privacy Hub” is designed to help advertisers understand new privacy-friendly advertising solutions. The second tool is aimed at users: “My Ads Center” is intended to give users more control over the ads they want to see on YouTube, Google Search and Discover. In this area you can choose which advertisements you want to see and which not.

YouTube wants to lure creative people away from TikTok with money for short films

In the future, YouTube also wants to give the creators of short videos (“shorts”) a share of the advertising revenue. This provides for changes to the YouTube partner program that were presented in Los Angeles on Tuesday (local time). So far, the “creators” have only benefited financially from the advertising revenue generated by the Google video platform on the main YouTube platform.

Short videos on “Shorts”, with which YouTube has been competing against Chinese competitor TikTok since 2020, have not yet been monetized. They often only served as a means to lure users to a YouTube channel with longer videos.

According to YouTube boss Susan Wojcicki, the Google subsidiary has distributed over 50 billion dollars to creators, artists and media companies via the YouTube partner program, which was launched in 2007. However, the videos posted on “Shorts” were not included. According to YouTube, the short video service now has 30 billion views a day and more than 1.5 billion users who log in there at least once a month.

Starting early next year, YouTube partners will share in the revenue on both the main YouTube platform and “Shorts”. “Shorts-focused” creators can apply to the program if they have at least 1,000 subscribers and 10 million shorts views within 90 days.

The company will also launch “Creator Music,” an online catalog that will allow YouTube creators to license copyrighted music for use in long-form videos. YouTubers who don’t want to pay for licenses can alternatively share advertising revenue with copyright owners. Until now, many YouTubers have used royalty-free music or risked having their videos taken offline for copyright infringement.

Alphabet shares are temporarily up 0.01 percent on the NASDAQ premarket at $101.15.

COLOGNE / LOS ANGELES (awp international)


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