Published On: Thu, Mar 4th, 2021

Google says it won’t adopt new tracking tech after phasing out cookies

While we’ve created about attempts to build alternatives to cookies that lane users conflicting websites, Google says it won’t be going down that route.

The hunt hulk had already announced that it will be phasing out support for third-party cookies in a Chrome browser. Today it went further, with David Temkin (Google’s executive of product government for ads remoteness and trust) essay in a blog post that “once third-party cookies are phased out, we will not build swap identifiers to lane people as they crop conflicting a web, nor will we use them in a products.”

“We comprehend this means other providers might offer a turn of user temperament for ad tracking conflicting a web that we will not — like [personally identifiable information] graphs formed on people’s email addresses,” Temkin continued. “We don’t trust these solutions will accommodate rising consumer expectations for privacy, nor will they mount adult to fast elaborating regulatory restrictions, and therefore aren’t a tolerable prolonged tenure investment.”

This doesn’t meant ads won’t be targeted during all. Instead, he argued that interjection to “advances in aggregation, anonymization, on-device estimate and other privacy-preserving technologies,” it’s no longer required to “track particular consumers conflicting a web to get a opening advantages of digital advertising.”

Google wants to proviso out support for third-party cookies in Chrome within dual years

As an example, Temkin forked to a new proceed being tested by Google called Federated Learning of Cohorts (FLoC), that allows ads to be targeted during vast groups of users formed on common interests. He pronounced Google will start contrast FLoCs with advertisers in a second entertain of this year.

Temkin also pronounced that these changes are focused on third-party information and don’t impact a ability of publishers to lane and aim their possess visitors: “We will continue to support first-party relations on a ad platforms for partners, in that they have approach connectors with their possess customers.”

It’s value noting, however, that a Electronic Frontier Foundation has described FLoCs as “the conflicting of privacy-preserving technology” and compared them to a “behavioral credit score.”

And while cookies have been phased out conflicting a industry, a U.K.’s Competition and Markets Authority is now questioning Google’s cookie devise over antitrust concerns, with critics suggesting that Google is regulating remoteness as an forgive to boost a marketplace power. (A identical critique has been intended opposite Apple over arriving remoteness changes in iOS.)

Google’s devise to reinstate tracking cookies goes underneath UK antitrust probe

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