A Blog by Jonathan Low


Mar 10, 2021

Why Google Can Afford To Kill the Tracking Cookie

A growing emphasis on first party data gives Google, the dominant force in that sort of information, a significant competitive advantage. 

It does not need cookies if Google search provides unique browsing histories. This means that the privacy optics may be more publicly palatable, while the quality of the data provided may be just  as useful but less advantageous to smaller tech companies and more beneficial to Google. JL

Will Oremus reports in OneZero:

Google (is) retreating to a more defensible form of tracking that creates competitive advantages for Google. Google will still track users’ behavior on its own services. Making it harder for websites to track users will place emphasis on “first-party data,” the data companies collect on their own sites or apps. Between Android, Google Search, Gmail, YouTube, Google Home, it’s hard to think of a company with more first-party data than Google. Google Search follow users’ browsing activity. (And) alternative tracking frameworks put users into groups based on browsing rather than tying website histories to identity. 

The Pattern


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