In an official statement, big tech announced that it intends to give people more control over their data
Google has announced that it will not discontinue the use of third-party cookies in the Chrome browser. In an official statement released this Monday (22), the company presented an alternative regarding the data.
“Throughout this process, we have received feedback from a wide range of stakeholders, including regulators such as the UK Competition and Markets Authority (CMA) and the Information Commissioner’s Office (ICO), publishers, web developers, civil society and advertising industry participants. This feedback has helped us to design solutions that aim to support a thriving, competitive marketplace that works for publishers and advertisers, and encourage the adoption of privacy-enhancing technologies,” Google said in a statement.
The tech giant wants to enable people to make an “informed choice” about how they browse the web by offering them the ability to adjust their choices at any time. In addition, the company intends to provide additional privacy controls with the introduction of IP protection in Chrome’s incognito mode. The new path is still under discussion between Google and regulators.
The company began the cookie-free project with the goal of “finding innovative solutions that significantly improve online privacy” without revealing individual user data. However, after receiving criticism about its flaws, the initiative was postponed. “We expect the overall performance of using Privacy Sandbox APIs to improve over time as industry adoption increases. At the same time, we recognize that this transition requires significant work from many stakeholders and will have an impact on publishers, advertisers, and everyone involved in online advertising.”
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