86% of Consumers Believe Google Should Stop Using Third Party Cookies

By this point most consumers are aware that they are being constantly tracked online, and Adtaxi’s recent survey confirms this to be true. 95% of consumers who responded to this survey said that they know they are being tracked, and 86% were of the opinion that Google needed to stop using third party trackers and change their data collection policies with all things having been considered and taken into account.

In spite of the fact that this is the case, Google keeps delaying the discontinuation of third party tracking on its platform. After Apple’s bold move toggling off third party tracking by default, Google was left to figure out its own path and it is taking a long time getting there. Google has now delayed the complete discontinuation of tracking cookies until 2024 because of the fact that this is the sort of thing that could potentially end up giving advertisers some time in which they can go about adjusting to the new way of doing things.

60% of consumers don’t allow tracking from any websites regardless of the type of data that they are being requested to share. With all of that having been said and now out of the way, it is important to note that there are also some preferences at play here with respect to what types of data consumers are more willing to offer in exchange for services and these preferences are changing dramatically.

Last year, 44% of all consumer said that they wanted contact information to be shared before any other sensitive bits of data pertaining to their creed, location or browsing history. This has now fallen to 38%, which suggests that consumers are more willing to have their data collected than might have been the case otherwise.

The more familiar a user is with a site, the more willing they would be to allow it to harvest data from them. This is something that website owners and brands should keep in mind, and it can facilitate the creation of a more symbiotic relationship between brands and consumers instead of the parasitic one they have right now.

H/T: MediaPost

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