Earlier this month, in a somewhat surprising move, Google announced that it will stop using users’ browser history for ad targeting. The company also stated it won’t develop new ways to track individual users across the internet, once it phases out existing ad-tracking technology from Chrome browsers.
The Wall Street Journal called this decision “a change that could hasten upheaval in the digital advertising industry.”
During the Interactive Advertising Bureau’s leadership summit on Monday, Google tried to allay such fears.
“We’re not going to block advertisers and publishers from connecting through first-party relationships,” said Jerry Dischler, VP and GM for ads at Google.
At the IAB summit, Google made a case for building a future without highly personalized ads, and also said that brands like Nestlé, Unilever and Mondelēz, along with advertising companies like Omnicom, Accenture Interactive and MightyHive, were already experimenting with its new framework for privacy-safe ads online.
“There are worries that Google, the largest internet ad company in the world, would build a system that mostly benefits its own business, while leaving out the rest of the ecosystem,” reports Ad Age. “That was a clear concern coming from IAB, too. “The future is not a time to go it alone,” read a title card in the IAB’s introduction of the event.”
Dischler assured the industry that the company was simply responding to the growing demands of consumers, politicians and regulators to prioritize privacy. The old methods of conducting internet advertising were no longer viable because they allowed too much non-consensual collecting and sharing of user data.Mike Juang and Garett Sloane, Ad Age
On The Keyword, Google’s official blog, David Temkin, the Director of Product Management, Ads Privacy and Trust, said that “We will continue to support first-party relationships on our ad platforms for partners, in which they have direct connections with their own customers. And we’ll deepen our support for solutions that build on these direct relationships between consumers and the brands and publishers they engage with.”
“This points to a future where there is no need to sacrifice relevant advertising and monetization in order to deliver a private and secure experience,” he concluded.