Google declares 'does not track users online'

In its new ' cookie- free advertising mechanism,' Google has stated that it will not track individual user behavior on the Internet. Google Product Manager David Temkin explains what Google is aiming for, 'a mechanism that prioritizes privacy.'

Google charts a course towards a more privacy-first web

The fact that various information and services are provided free of charge on the Internet is based on the fact that the information and service providers earn 'advertising revenue.' Under these circumstances, as technology has advanced, companies have begun to use more efficient 'targeting advertising' related to consumer interests. 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 behavioral tracking has become excessive and infringes on user privacy.

According to a survey by Pew Research Center , a think tank, 72% of respondents said they 'feel that almost all their online behavior is being tracked by advertisers, tech companies and other companies.' Eighty-one percent said that the potential risk of data collection outweighs its benefits.

In response to the above trend, Google announced in 2020 that it will discontinue 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 developing 'a mechanism to replace cookies,' but some of these companies are trying to develop 'user identifiers to replace cookies,' Temkin said. Stated. Some companies try to use their email addresses as PII (Personally Identifiable Information), but they just say 'no cookies' and 'widely track users'. The thing itself does not change.

In response to the development of alternatives to cookies, Temkin said, 'Today, after we abolish third-party cookies, we will not create or use alternative identifiers to track individuals browsing the web. I promise that, 'he clarified Google's position. Google is trying to create a 'privacy protection API' that provides information to advertisers and publishers while preventing personal tracking, Temkin said.

You can read a number of APIs that Google has considered in the privacy sandbox below.

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

At the time of writing, the methods called 'FLoC' and 'Fledge' were influential, and it was 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 made it clear that it does not stop targeting advertising itself. Google emphasizes the importance of a 'first party' relationship between a brand and its customers, building an 'open ecosystem where people feel respect for their privacy and choices, but are supported by advertising.' It is said that it will proceed toward.

in Web Service, Posted by darkhorse_log