Google is slowly removing third-party cookies, and today it became clear that despite the significant negative impact this change will have on Google’s advertising business, the company has no plans to introduce another alternative to them.
Google announced on its blog that after removing third-party cookies, other alternative identifiers for tracking people Will not create. “Instead, our web products are powered by APIs that prevent users from being personally intercepted and yet still deliver results to advertisers and publishers,” they explain.
Apple and Firefox safari browsers have already blocked third-party cookies with different techniques, and Google intends to do the same for Chrome. These cookies allow advertisers to track the movement of people between different websites, thereby adjusting their ads based on users’ interests. According to Google, these targeted ads are very valuable, but they can record and duplicate the information of many users in different companies. Therefore, this leads to users’ distrust of Internet services and advertisers and puts the future of the web world at risk.
Despite all the privacy concerns, advertising is still the main source of revenue for many companies. However, Google has decided to remove all third-party cookies and move to providing web services with privacy.
To do this, Google will not eliminate targeted web advertising altogether and intends to replace it with a new method called Privacy Sandbox. Using the Privacy Sandbox method, users’ personal information is secretly placed among a group of people with similar interests, and Internet advertisements based on those interests are displayed to users. Earlier, a trial version of 89 Chrome browsers on Android explained the first look at Privacy Sandbox and its use.
Google is embracing privacy-focused web services while other companies continue to use users’ personal identities. Google wrote in this regard:
“We understand that other providers may use part of their users’ identities to track web ads, and we will not do that. We believe these solutions do not meet the growing expectations of users for the privacy and evolving constraints of regulatory organizations. “So this is not a sustainable long-term investment.”
Google will remove third-party cookies from the Chrome browser by 2022.