Google declares that it does not track users on the net

Google has declared that it will not track the behavior of individual users on the Internet in its new `` advertising mechanism that does not use cookies ' '. Google's product manager David Temkin explains Google's goal of 'a mechanism that prioritizes more privacy'.

Google charts a course towards a more privacy-first web
https://blog.google/products/ads-commerce/a-more-privacy-first-web/

The reason why various information and services are provided free of charge on the Internet is based on the fact that information and service providers earn 'advertising income'. In this context, companies have come to use more efficient ' targeted advertising ' related to consumer interests and concerns along with technological advances. Existing targeted advertising uses what is called a third-party cookie to track user behavior, but in recent years it has been pointed out that this behavior tracking is excessive and violates user privacy.

According to Temkin, in a Pew Research Institute study, a think tank, 72% of respondents said, ``I feel that almost everything I do online is being tracked by advertisers, technology companies, and other companies.'' 81% said that 'the potential risks of data collection outweigh the benefits.'

In response to the above trend, in 2020, Google announced a policy to abolish support for third-party cookies in Google Chrome within two years. At the time of writing the article, we are considering a new mechanism to replace cookies in the privacy sandbox .

Google declares that it will develop a mechanism that ``protects user information and does not impair the relevance of advertisements''-GIGAZINE

On the other hand, Google is not the only company that is developing a ``mechanism to replace cookies,'' but some of these companies are trying to develop ``user identifiers to replace cookies,'' Temkin said. says. Some companies try to use e-mail addresses as PII (Personally Identifiable Information), but these just say 'do not use cookies', and 'make users identifiable and track them extensively'. That doesn't change.

In response to the development of such cookie alternatives, Temkin said, ``Today, after we do away with third-party cookies, we won't create or use in our products alternative identifiers to track individuals browsing the web. I promise to do so,' clarified Google's position. What Google is trying to create is a 'privacy-preserving API' that will prevent tracking of individuals while providing information to advertisers and publishers, Temkin said.

You can read the APIs that Google has considered in the privacy sandbox from the following.

What kind of 'cookieless advertising system' is Google trying to create? |GIGAZINE.BIZ

At the time of writing the article, the methods called 'FLoC' and 'Fledge' are influential, and it is also reported that the privacy sandbox item was added in the beta version of Google Chrome 89.

'Privacy sandbox' item added in beta version of Google Chrome 89 - GIGAZINE

However, Google has also clarified that it will not stop targeting advertising itself. Google has stressed the importance of a 'first party' relationship between brands and their customers, creating an 'advertising-supported open ecosystem where people feel respect for their privacy and choices.' It is said that we will move towards.