You might not realize it, but you would often get a message about accepting cookies when visiting a certain website. That's about to change as Google is moving away from third-party tracking cookies and what this means is that the company won't track you anymore, or even "build alternate identifiers to track individuals as they browse across the web”.
Over the years, Google would use tracking cookies for advertising and it's part of their business. Removing this will definitely change the way they do business and how they will adapt is by having their web products powered by privacy-preserving APIs. As Google explained, this will help to prevent individual tracking while delivering search results for advertisers and publishers.
With this in mind, this change is coming soon on Google Chrome and hopes to be in the same boat with Safari and Firefox (to some degree). The company coined this as "privacy-first web" and hopes to gain back the trust of the users, as advertising is one of the primary reasons why it makes us feel like our privacy got invaded. Of course, advertising is still the main method for most companies online to earn money (including us), so what Google will do is creating a Privacy Sandbox that hides "an individual inside a crowd of similar interests".
While other providers may still want to offer another replacement for user identity for ad tracking online, Google doesn't believe in those solutions to meet the rising concerns of internet privacy. Therefore, they don't see it as a sustainable long term investment. Personally, I think Facebook should follow suit and Apple is already doing its part. Stay tuned for more trending tech news at TechNave.com.
COMMENTS