Chrome cookie update is bad for advertisers but good for Google

Google Chrome condemning third-party cookies for good. If everything goes according to plan, then future updates to the world’s most popular web browser will overwrite online advertising rules and make it much harder to track on the web activity of billions of people. But it’s not that simple. What may seem like a huge win for privacy, in the end, may only tighten Google’s grip on the advertising industry and the web as a whole.

Critics and regulators say there is a risk that they will put smaller advertising companies out of business and could harm websites that rely on ads to make money. For most people, the change will be invisible, but behind the scenes, Google plans to take control of Chrome over some of the advertising process. To do this you plan to learn to use a browser-based tool to record your browsing history and group people into groups with others with similar interests.

“They’re going to get rid of the infrastructure that allows them to track and image the web individually,” said Bennett Cyphers, a technologist at the Electronic Frontier Foundation’s civil liberties organization. “They’re going to put something in place that allows targeted advertising – just do it differently. ”

Google ‘s plan to replace third – party cookies comes from its privacy sandbox, a set of suggestions for improving online ads without disrupting the advertising industry. In addition to getting rid of third-party cookies, the privacy sandbox also addresses issues such as advertising fraud, reducing the number of hackers, and introducing new ways for companies to achieve their goals. measure their ads. Many Google reviewers say that parts of the recommendations are like an existing set up and good for the web.

Change is necessary. The online advertising industry, to put it bluntly, is inconvenient. It contains billions of data points about our entire lives that are automatically traded every second of every day. Such a major change in this system will affect a number of businesses, from brands advertising products and services online to ad tech networks and news organizations that direct those ads to all corners of the web.

The Sandbox Privacy tips are complex and technical. Google is already testing some, but others remain strong at the development stage. Sandbox Privacy is registered online, and Google has changed its plans based on feedback and feedback from competitors. But, in the end, when it comes to Chrome, everything is under Google’s control.

Chrome, first announced in January 2020, has long been removed for third-party cookies. “Third-party cookies were awesome,” Cyphers says. “They have been the most aggressive privacy technology in the world for some time. “When Google removes them in 2022, it won’t be the first – but its large market share means it will have the biggest impact. Apple’s Safari, the second-largest browser behind Chrome, introduced a limited cookie in 2017. Mozilla Firefox banned third-party cookies in 2019; the problem is so great that the browser is currently closing 10 billion searchers per day.

If you are currently using Chrome, then the websites you visit will, with a few exceptions, add a third-party cookie to your device. These cookies – small snippets of code – can track your browsing history and display ads based on this. Third-party cookies send all data they collect back to a different domain than the one you are currently on. First-party cookies, by contrast, carry data back to the current owners of the land you are visiting.

Third-party cookies are the main reason that the shoes you looked at two weeks ago are still stalking you around the web. All data collected by third-party cookies is used to build user profiles, which may include your interests, what you buy, and your online behavior. line, and this can be reverted to false data brokers. “The real intention was to start a set of recommendations on how older technologies such as third-party cookies, as well as others, can replace other storage options. Privacy, ”says Chetna Bindra, Google’s advertising industry product director.

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