Google will eliminate cookies and bet on a more private website
Now Google wants to redirect the situation and will eliminate cookies in search of a more private and secure website. Why the change? The Internet giant, fueled by the latest events and user revolutions, has realized that by allowing those personalized ads that are based on search history, it has given thousands of companies access to that information.
Google comments that will not take any similar action with regard to monitoring. In the blog you can read: It is difficult to conceive of the Internet that we know today, with information on all subjects, in all languages, available to billions of people, without advertising as an economic base.
Having supported the Internet business in advertisements is what has caused the lack of privacy and trust that there is currently in users.
On the Google blog reference is made to a study carried out by Pew Research Center where they comment that 72% of users feel that almost everything they do on the internet is being watched by advertisers and companies. In turn, 81% believe that the risks of this dynamic outweigh the benefits that can be obtained with personalized advertising.
Some time ago Google commented that it would delete third-party cookies in its Chrome browser. At that time it was set for 2022 and now the date has neither been confirmed nor denied. In the blog there is no data about it, only the intentions to eliminate them and not to adopt any similar measure again.
“Today, we make it explicit that once third-party cookies are removed, we will not create alternate identifiers to track people as they browse the web, nor will we use them in our products.”
You are not the only one in the industry that is going to delete cookies. What differentiates the Chrome browser from others is that the competition will replace third-party cookies with alternative identifiers at the user level.
Google, in contrast, claims that they will not follow these steps as user-level identity allows advertisers and businesses to obtain information such as PII graphs based on user emails.
The Internet giant is going to offer an API that will help protect privacy by avoiding individual tracking and all this while still giving useful results for advertisers and companies.
David Temkin, Director of Product Management, Trust and Google Ads Privacy, comments: “People shouldn’t have to accept being tracked on the web to reap the benefits of relevant advertising. Advertisers do not need to track individual consumers on the web to reap the performance benefits of digital advertising.”
All this is closely related to the open war between Google, Facebook and Apple. Remembering, the Cupertino company is going to launch the official version of iOS 14.5 very soon, in it there will be a function called App tracking transparency that will allow us to be the users who decide if we allow the tracking or not.
We will see how the market evolves with the introduction of Apple news, the elimination of cookies in Chrome and if Facebook manages to adapt or continue to row against the current.