Worst of all, it has been officially announced by Google that it will offer tracking support until the second half of 2024, which is still two years away. In translation, the largest company in the world has not found an alternative for the income it generates through advertising.
In particular, Google’s parent company Alphabet makes about 200 billion US dollars annually from advertising alone. Introducing the ability to block tracking would actually be like “shooting yourself in the foot” because your income might be cut in half, if not worse.
But that’s just delaying the inevitable, sooner or later Chrome will have to go after the competition because users are aware of what they want and don’t want, much more than they were five or ten years ago. Of course, few people at Google could have hoped that all these years they would not find something profitable, which would break such a dependence on advertising, but it did not happen.
Therefore, the ad business is likely to be a double-edged sword for Alphabet, as it is for Facebook. Namely, it is certain that the glorious days of dominance in the advertising sense, as well as the absence of necessary regulations, rules, guidelines and everything that protects users… are over.
So, if there are no further delays, Google’s Privacy Sandbox, which will correct the existing “tracking” system, will arrive in two years and it will actually be the beginning of a new era. In which we might see changes in the advertising market. But also in the market that concerns internet searches, social networks in their entirety and browsers. Somehow it seems that Google’s absolute dominance will subside.