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Google will not use other tracking tools after the end of cookies

Google will not use other tracking tools after the end of cookies

The end of Cookies is in sight. Incidentally, companies like Apple already block these small identifiers in their browser, Safari, for iOS and macOS. Now, Google reveals its plans to let go of these same Cookies.

Through a press release entitled “Planning the way to a web with a greater focus on privacy”, the company shared several ambitious goals. The importance of Cookies it cannot be overlooked, but there are alternatives.

The Internet without cookies and the impact on the search engine


It is difficult to imagine the Internet we know today – with information on all topics, in all languages, at the fingertips of billions of people – without advertising as its economic base.

However, as the industry has struggled to deliver relevant ads to consumers across the web, it has created a proliferation of individual user data across thousands of companies. As a rule, collected through third-party cookies.

This trend has led to an erosion of confidence. Google points out that 72% of people feel that almost everything they do online is being monitored by advertisers, technology companies or other companies.

At the same time, 81% say that the potential risks they face due to the data collected outweigh the benefits. according to the Pew Research Center study.

Digital advertising has to evolve beyond cookies


“If digital advertising does not evolve to respond to people's growing concerns about their privacy and how their personal identity is being used, we put the future of the free and open web at risk,” says Google.

Referring to this problem, Google has already announced that it will eventually remove support for third-party cookies. More specifically, in Google Chrome, this process is underway, while alternatives are being developed.

Google wants to give publishers new possibilities of distribution for their ads and, at the same time, to protect users' privacy. To this end, the technology reinforces the work on its Privacy Sandbox.

No more third-party cookies or identifiers – Google's promise

“Today, we make it clear that, as soon as third party cookies are deleted, we will not create alternative identifiers to monitor individuals while surfing the web, we won't even use them in our products. “, guarantees the research giant.

Still according to Google, consumers have new expectations regarding their privacy. For this reason, the company states that “We do not believe that these solutions respond to consumers' growing expectations for privacy or that they do not face rapidly evolving regulatory restrictions, so they are not a sustainable investment in the long term.”

The technology proposes, alternatively, the use of APIs “that preserve privacy, that avoid individual tracking and, at the same time, provide results for advertisers and publishers.” The balance between profitability and privacy is sought.

Privacy innovations are effective alternatives to traditional tracking

“People shouldn't have to accept being tracked on the web to have the benefits of relevant advertising. And advertisers don't have to track individual consumers on the web to get the benefits of digital advertising performance.” This is Google's belief.

Google believes that it is in establishing solid relationships with customers that the real alternative to cookies lies. This is so that and advertising can be personalized and directed, without sacrificing privacy.

The research giant also guarantees that it will continue to support first-party relationships on its partner ad platforms, where they have direct connections with their own customers.

Furthermore, it also guarantees that it will deepen support for solutions that are based on direct relationships between consumers and the brands and publishers with which they relate.

Google wants to keep the Internet profitable, but more respectful to users

Keeping the Internet open and accessible to everyone requires that we all do more to protect privacy. For Google this means not only the end of third party cookies, but also any technology used to track individual people while surfing the web.

“We remain committed to preserving a vibrant and open ecosystem where people can access a wide range of ad-supported content with the confidence that their privacy and choices are respected. We look forward to working with others in the industry on the way forward. “, points out the company.

The end of cookies is in sight.

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