Google is Determined to turn the page to third-party cookies. For several years they have defended their elimination, gradually relying on FLoC (“Federated Learning of Cohorts”), their alternative to cookies that “protect” privacy based on the interests of groups of people rather than those of the individual user.
It’s not Google’s only suggestion to discard cookies, but it seems clear that the company isn’t considering repeating the method. David Temkin, director of product management and privacy in advertising, specifically said that once third-party cookies disappear, We will not create alternate IDs to track users browsing the internetnor will we use them in our products. “”
Google wants to change the current mechanism of the big advertising company
According to Google itself, 72% of users are confident that everything they do online is being followed by advertisers, and 81% believe that the risks to privacy outweigh the benefits of advertising that are of interest to us could.
Google works in a privacy sandbox looking for alternatives to replace these third-party cookies with another mechanism that can preserve user anonymity. The company continues to insist on this change in discourse, where they warn against it You will no longer be able to offer user-level IDs for ad tracking.
The reasons for our strategy are twofold, although closely related. On the one hand, they underline the growing consumer demand for privacy, but they also recognize the importance of ” rapidly changing regulatory restrictionsThey are therefore not a sustainable investment in the long term. After a string of $ 1 million fines, Google is working on a complete reorientation of its business to avoid future sanctions.
In this dilemma of stopping website crawling while still retaining the option of personalized ads, Google is for you. The latest FloC tests show that they can delete cookies and achieve efficiency of up to 95%.
Starting in March, with the arrival of Chrome 89, Google will start hoping for an alternative project to cookies Offer it to Google Ads advertisers in the second quarter.
It’s about a billion euro company. Cookies have been used by Google for years to generate huge amounts of money. Now, after regulatory pressure, the company is relying on this alternative and making sure that there is no turning back. On the way they have to again convince the thousands of advertisers who are already used to it to cookies.
In Engadget | What are cookies, what types are there and what happens if you disable them?
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