As if 2020 wasn’t already full of surprises, a new Google Chrome update is heading toward us on July 14th. As always, this can turn out to be the biggest news of the year (if this is even possible after COVID-19) or just another new update we need to learn about and be familiar with. So, what is expected to happen when Chrome84 shows up? Let’s get a clearer look at the big picture.
The upcoming version of Chrome brings numerous updates, the most relevant to publishers being the privacy features.
Chrome 84 focuses on using enterprise-centric solutions to improve overall browser compatibility. Chrome acknowledges the hardships that a developer can face in making a website or web app work across different browsers. By updating features like scrolling across different browsers, form control, layout update, and so forth, Chrome 84 aims at developing a smarter and more compatible browser by 2021.
According to the Chromium blog post dated June 18, 2020, MDN conducted a survey in March 2020 that highlighted the main browser compatibility issues which users and developers face frequently. The new Chrome 84 will target those issues to provide developers and users with a smoother user interface.
The latest version also introduces web animations API, which will enable the developers to enjoy greater control over web animations. It also introduces idle-user detection to let the developer know when a user is idle. It does that through an indication of a lack of interaction with the keyboard, mouse, screen, etc.
Chrome 84 also introduces a mixed content auto-upgrade. Earlier, mixed content (i.e., images) allowed to load by an HTTPS page on an insecure HTTP, provided that the lock icon on the address bar was removed. Chrome 84 will notify users about risky downloads from secure pages marked with HTTPS that transfer bits to an insecure HTTP connection.
Chrome 80 developed a “Not Secure” alert on the address bar to address the issue. However, it did not prevent developers from loading insecure data, nor did it warn them about the risk of confidentiality and integrity of their data.
Chrome 84 will automatically upgrade such mixed content into HTTPS, and the content will be blocked if it fails to load after upgrading. Chrome 84 will also make a full-page warning visible to users. Protecting users from insecure downloads will be the topmost priority of Chrome 84.
The updated Chrome software will not only bring in new changes but will also deprecate older features:
Deprecations
Chrome will remove the @import rules in CSSStyleSheet.replace(). Chrome is likely to deprecate the TLS 1.0 and TLS 1.1 this year after Google warned the users of the obsolete uses of TLS encryption. In January 2020, Google put a “Not Secure” alert in the address bar for insecure websites in Chrome 80.
Although Google claimed it would put a full-page warning before reaching the destination with TLS 1.0 or 1.1, this idea was abandoned in April. However, Chrome 84 is set to contain a full-page TLS warning, alerting users of any suspicious attempt at stealing their private data. While this change by Chrome 84 is made to prioritize the user’s data privacy, it can affect the monetization of some web businesses.
Chrome 84 will also allow admins to disable this security feature through the SSLVersionMin policy. According to Chrome, this will work until January 2021, after which it will be deprecated.
Push Notifications
Every publisher knows the importance of push notification ads in generating leads and revenue. Chrome 84 is set to bring a number of changes in push notifications, which will directly affect affiliate marketing. The upcoming changes are aimed at “protecting Chrome users from abusive notifications.” Users are often tricked through push notifications by phishers and hackers who promote malware or try to steal the user’s private information.
The new Chrome update seeks to change this. It will protect user data by means of introducing a quieter UI. This means that push notifications will no longer project abusive push notifications explicitly on the websites. Although this update can potentially affect publishers and advertisers, it will mostly alert the user if they come across any site that tries to trick them into sharing confidential data.
Publishers generally rely on push notifications for the purpose of monetization. The upcoming changes sound intimidating, but it is essential to remember that Chrome 84 will not affect all websites the same way. For some, a quieter UI push notification would mean fewer subscribers, which could generate fewer leads. Genuine subscribers who want to convert will subscribe anyway.
So, while the publishers should make arrangements to deal with the changes, they do not have to lose sleep over this. Less traffic on the website will not necessarily mean less revenue, as it will filter out genuine leads from potential ones.
It is uncertain whether the latest Chrome updates will affect all publishers alike. That is something that only the release of Chrome 84 on July 14 can tell us. Regardless, you should be prepared for any upcoming changes to save your businesses from potential losses.
Check out our following points to get some tips regarding what you can do to get ready for Chrome’s forthcoming browser changes:
Nice of you to ask: In-Page Push ads are displayed on the webpage but are not affected by ad blockers. The targeting options are similar to that of a banner ad, no subscription is necessary, and the best part is that they can appear on iOS devices. This is probably the best way for you to prepare your website for whatever Chrome 84 brings, so be sure to contact your account manager to get more details if you wish to implement the in-page push tag right away.
While browser updates can affect the affiliate advertising industry, many Chrome updates in the past have not affected advertisers and publishers in a negative way. With the new Chrome 84 set to release in the near future, push notification ads might be affected.
You cannot stop the browser from affecting your web business, but you can make prior arrangements to ensure it only affects your business a little. The takeaway here is to stay informed and updated about the upcoming changes so you have ample time to work towards enhancing your website to best comply with the forthcoming changes.
Meet Us
