Google Said it Would Stop Tracking Users’ Data — The Internet Determined that was a Lie

Over the last month, we’ve seen article after article covering changes being made to the way that Google collects and uses your individual data. In fact, Google has claimed that the company will no longer employ third party cookies to track browsing habits.

But it’s not about all of the fantastic changes being made that seemingly paint Google as a champion of personal privacy. It’s what they’re NOT saying that really matters.

Are these changes about the consumers or profit margins?

What looks like a win for consumer privacy on the outside begins to look more like a move to monopolize the market for consumer data when we dig a little deeper.

First of all — yes, Google has taken steps to prevent third parties from installing cookies (and not the delicious kind) to stalk your search history and preferences.

However, this doesn’t signal an end to Google’s constant data tracking. It simply means that they’ll consolidate their efforts to monitor your online activities into one neat package — owned entirely by them.

Google will still use search and other owned channels to gather your data so that the company can continue to pull ad revenue. While banning third parties from data collection will create a safer environment for your info, the motivation behind it isn’t quite as altruistic as Google would have you believe.

What does this mean for marketers and the people they need to reach?

Since the Google browser remains the most popular among consumers, Google has become the gatekeeper to the vast majority of people who use the internet. This means that ad prices can go up and the cost of market research may follow.

For the regular Joe/Jane, it means that fewer companies will be able to access and trade in your internet habits. It may not have been done for the most saint like of reasons, but Google’s actions could improve the outlook for consumer privacy — for now at least.

Google’s relationship with Apple and what that means for iPhone users.

Earlier this year, Apple announced new privacy protections that will require apps to secure consumer permission prior to collecting or sharing any data. This update will be great for you, but terrible for apps that rely on that information to generate revenue and to strengthen their ad placement.

What does this have to do with Google?

You may not be aware, but Google pays more than $9 billion every year to secure the top search engine spot in iPhones. Google wouldn’t be doing this if there wasn’t something in it for them — and this includes being able to keep charging a premium for ad space in apps and via the search feature.

With its relationship with Apple, Google is at an advantage when it comes to modifying its apps to prevent any loss of revenue with the upcoming privacy changes.

Want to stay on top of the latest news in consumer trust?

Just follow us on Medium, send us some love on Facebook, and find us on Twitter and Instagram under the username: @keepitcloaked

If you’d like to stay up to date on our latest insights, we’d love it if you’d join our fast-growing community. Just click here to join our mailing list and let the fun begin — no joke, we really are fun!