Google against tracking users, the government will occupy less and how to sell millennials

Google refused to help third -party sites monitor users

The Internet advertising market enters the new era-today Googlehas announced a complete abandonment of the model of advertising targeting, based on the entire history of visiting sites. Chrome remained the last of the popular browsers, which allowed advertisers to monitor the user throughout the Internet to show him the advertisement they need. The growth of user concern for their privacy and tightening regulation did not leave this model of chance.

• The new policy of Google today was announced by David Temkin, Product Managing Director. After by 2022, the Chrome browser will be completely eliminated from the cookies of advertisers and other tools that follow the interests of the third companies for the user’s activity, Google will not try to replace them with any tools with similar mechanics, he promised.
• Until the beginning of the 2020s, the entire online advertising market was based on the technology of tracking online Activity of users, primarily cookies, tags, allowing to form an anonymous “digital portrait” of the user, remembering the history of web surfing. In a nutshell, it is thanks to this mechanism that you begin to see TV advertisements everywhere after you went to the electronics store website. The experiment conducted in 2019 The Washington Post showed : the absolutely clean Chrome browser after a week of using the Internet in normal mode contained 11 thousand cookies from different sites.
• By the second half of the 2010s,it became clear that targeting for advertising using users through browsers will soon go down in history: firstly, the Internet activity began to move more and more to mobile applications where Cookies do not work, and secondly, the regulators began to tighten the requirements for informing users that sites collect their data. The stage in this process was the adoption of the GDPR law in the European Union, which ordered users to receive the clear consent of users to tracking their data using Cookies. The main motivation for Google, most likely, was antimonopoly claims from the American authorities. One of the possible outcomes of the company's struggle with regulators may be the forced sale of the Chrome browser.
• In 2019, the main competitors of Google in the browsers market - Mozilla (Firefox) and Apple (Safari) announced that they would block the cuckoos of third parties by default. Google Chrome, which occupies 63.4% of the world market, has remained the only browser allowing user tracking. In January 2020, Google was forced to promise to follow the example of competitors, but took two years for it.
• True, all this applies only to tools that allow you to monitor the user’s activity to the third parties - Google itself will continue to collect your data in order to target advertising on its sites, including, for example, YouTube.
• In return, the company will develop a new type of technology, which, as Google promises, will cost without creating a “digital double” of a person, and instead, collecting data about the user from his device, they will “hide” it as part of a large group (“cohorts”) with the same interests and sell tartigation in this group with mixed data to advertisers. Testing will begin in the second quarter of this year.

What am I to me?

The Internet is steadily moving towards greater protection of user data, but third -party trackers and cookies in browsers are, albeit the easiest, but only one way to find out what you did on the Internet and which product to sell you. You can read in detail about everyone, for example, here .

Bell.club

How to sell millennials and what is punk and homeless marketing

On Wednesday, The Bell spent another Bell.club in an online format in the Clubhouse application. This time, the main character of the event, dedicated to the art of recruitment to the clients of the millennials, was Kirill Rodin, co -founder of the “Kitchen in the area”, known for his provocative marketing.

Cyril told how the scandalous experience of Rocketbank, from where the Kitchen team came out, helped in the development of a new project (at least the founders no longer ran into public quarrels with figures of Oleg Tinkov’s scale), which helps to find a common language with a young audience (“We speak with clients, as with its dude”) and why the company considers the experiment with conquering. Tiktok space (the animation of the “kitchen” was even praised by the general director of Riki Group (brands “Smeshariki”, “Fixiki”, etc.) Mark Zavadsky).

The session also participated in the most peppy corporate Twitter account in Russia, the Aviasales SMM editor Roman Bordunov, the marketing director of Dodo Pizza, Mikhail Chernyshev, the director of the Tanuka Marketing Stanislav Koloskov and even the former Moskhorduma deputy Andrei Kovalev. Read more about the recipes for effective and extraordinary marketing that the speakers shared, read tomorrow on the Bell website.

MONEY

Oil is more expensive - you can not occupy

Oil this year is playing on the side of the Russian government. Due to the increase in Brent prices (current cost - $ 64.35 per barrel, +26% for the beginning of the year), the Ministry of Finance can reduce the plan for borrowing already approved for 2021 by 3.7 to 3.2 trillion rubles, Bloomberg said today. Some sources of the agency say that the reduction may be more - up to trillion rubles. By the present point, the Ministry of Finance completed the borrowing program by only 10%, placing OFZ for 300 billion.

A decrease in the need for borrowings may be very useful - if the next round of sanctions in early June the US Treasury will expand the prohibitions on operations with the Russian public debt. Such a scenario is not inevitable, but quite possible . Now the share of non -residents in OFZ is 23.4%.

What are the dancing

When it seems that Russian hospitalism can no longer surprise, it always turns out that he can still show himself. When Rosneft today announced that the ex-foreign director of Austria Karin Knaisl would be its new independent director, all the journalists rushed to check whether it was a minister who unexpectedly invited Putin who made an visit to Austria three years ago, to his wedding, where he danced with her under the cell. It turned out that. The invitation and dancing predictably caused a scandal in Austria, Knaisl left the Ministry of Foreign Affairs a year later, and now ended up in Rosneft, where the ex-chancellor of Germany Gerhard Schreder and the ex-colle of Putin Matthias Barnigu would make an ex-Chancellor. The remuneration of members of the board of directors of Rosneft is from $ 500 to $ 600 thousand.

PRACTICE

Business trips will no longer be the same

If you haven’t imagined work without permanent business trips before the pandemic, but now you waited for you to wait, when after general vaccination you can return to them, then Bloomberg has bad news for you. Polls and estimates of market participants show that the market of business travel, if it restores, is not earlier than 2025. 73% of American companies in the next six months are not going to spend money on a travel fund. And in the near future this is unlikely to change. Similar fears in the market were after September 11, 2001, and after the crisis of 2008-2009, and then the market was very quickly restored-but the current blow will be more than 10 times, evaluated by the International Association of Business Travels. The fact is that then the companies had no choice - and now alternative tools, led by Zoom, have shown their performance, and many will not return to the previous schedule of business trips from a simple desire to save, experts say.

Vaccination without syringes

The heading "Pandemic new business opportunities." One of the "eternal" topics that the vaccination of billions of people raised is injections without needles. This is logical: it is strange that to deliver the scientific achievements of the 21st century to the body of people, we use a rather dangerous technology of two hundred years ago, writes WSJ. Startups who promise to translate the vaccination industry into their technologies of nanogl, nasal sprays or tablets for resorption under the tongue, appear and disappear for decades, but now have received a chance for good funding and success. WSJ talks about the most promising developments.