O Google is taking significant steps in protecting online privacy, announcing tests to disable cookies from third parties in the Chrome browser. These small files, which collect analytical data, personalize online ads and monitor browsing, have their days numbered for around 30 million global users, representing 1% of the total.
The most popular browser in the world, Chrome seeks to provide a safer experience for its users. The company describes the changes as a test, but with plans to implement the complete elimination of bugs. cookies still this year.
“We are taking a responsible approach to phasing out cookies third party in Chrome. If a website doesn’t work without these cookies and the user is having problems, we will offer the option to temporarily reactivate them for that site”, explains Anthony Chavez, vice president of Google.
Despite efforts to make the internet more private, some advertisers have expressed concerns. Many websites rely heavily on cookies to drive targeted advertising, a practice vital to your business models. In contrast, rivals such as Apple’s Safari and Mozilla Firefox, which account for much less internet traffic, already include options to block cookies of third parties.
The Chrome Privacy Sandbox, a solution presented by Google, has been the target of criticism. Phil Duffield, UK vice-president of The Trade Desk, an online ad buying platform, argued that “Google’s solution probably doesn’t benefit anyone other than Google itself” and emphasized the importance of the advertising industry collaborating in building better alternatives. effective in protecting consumers’ privacy online.
The implications of these changes could attract the attention of the UK Competition and Markets Authority, which could intervene if it concludes that Google’s plans will harm other companies in the sector. The measure highlights the constant battle between user privacy and the advertising industry’s need to generate revenue.
* With information from the BBC | Cover photo: iStock
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