When Google connects the dots

Ever played ‘connect the dots’? The game that school children usually play – to unveil a hidden image, solve a puzzle and so on.?

Earlier this week, we at ETBrandEquity experienced that in some ways. Tech giant Google had announced that it was scrapping its plan to deprecate third party cookies from its chrome browser.?

An interview with Sir Martin Sorrell , barely a few days before this landmark announcement, actually described the entire digital advertising ecosystem – and why the phasing out of third party cookies would be a nightmare for large advertisers.?

A couple of days later, Vivek Bhargava, a veteran who’s been tracking the digital evolution since 1997, said that Google wanted to eat the cookie, but have it too .?

Another major announcement this week, though seems a standalone one, could be related in more ways than one. As OpenAI enters Google-dominated search market with SearchGPT , the Google move to scrap its decision of third party cookies could well have been a well thought out move to not lose its vice-like grip over the gigantic search advertising budgets.?

Whoever thought, connecting the dots can throw up interesting probabilities.

Read the rest of the developments in the digital ecosystem here:

Prasad Sangameshwaran

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