User privacy is increasingly on the agenda. This theme seems to have precipitated the end of Cookies and so the internet is looking for an equally profitable alternative.

From Google, we got a proposal based on the user’s browsing history. However, this alternative does not seem to gather support from its main competitors.

No one is willing to follow user histories like Google

A few weeks ago, Google launched a proposal that aims to replace the Cookies as soon as these are abandoned. The idea is to use the users’ browsing history and compare it with others in order to better manage advertising.

Google Chrome

Since Google Chrome is an open source project, this mechanism would be implemented in the Chromium project, which also serves as a basis for the development of other browsers, such as Edge. However, even those who rely on this platform do not seem interested in adopting this proposal.

In a piece prepared by the publication The Verge, we learn that no one seems to be willing to adopt Google’s proposal. Be it Edge, Brave, Firefox or Opera, all seem to reject the alternative proposed by the American company.

The answers that the source obtained from these entities are uniform. Some say they have no intention of following Google’s lead, while others say they are still looking into the matter.

The common denominator in the answers given is the users’ privacy. Everyone is concerned about the danger that spying on the browsing history may imply and no one seems willing to take the risk of everything going wrong.

Thus, the incessant search continues for a viable alternative to Cookies that can match the advantages that these markers offer. For most, Google’s proposal does not meet the required needs.

Cookies are in the final stages of existence

You Cookies are data packages that the browser receives from all the sites that the user visits. These data are subsequently used for various purposes, the most popular of which are targeted advertising.

This method, however, allows other sites to access information from users who visit their competitors. With fears increasingly widespread around the privacy of users, browsers are already starting to block these identifiers.

Google Chrome is precisely one of the browsers that already do it in a more pronounced way. The American company has already announced that it will completely abolish Cookies in 2022.

It now remains to be seen what the future of the internet and advertising will look like without Cookies. Privacy seems to be at the center of this research and that is a good sign.

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