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Google announced that it will phase out user-tracking cookies to meet data privacy standards

Google won’t build or utilize substitute tools to track web traffic once it starts eliminating existing technology from its Chrome browser next year, said Google in a blog entry on Wednesday, it also said this move will reshape how online marketing functions. Google previously reported that it would dispose of third-party cookies, which for quite a long time has empowered online advertising, and all of this attempt is to fulfill developing data privacy standards in Europe and the United States.

Cookies are little bits of code that websites deliver to the browser of a visitor and stick around it as the individual visits different websites. They can be utilized to follow the user across different sites to target remarketing activities and perceive how they perform. Google said a year ago it would end its support for these cookies in Chrome by mid-2022 once it sorted out some way to address the necessities of users, distributors, and sponsors and think of a tool to relieve workarounds.

Image Credit: Naked Security Sophos

Privacy activists for quite a long time have accused tech companies including Google for utilizing cookies to assemble browsing records across sites which they don’t even own, this collected data empowers them to create profiles of users interest which help them to serve customized ad campaign. Presently, Google is vowing that it won’t utilize other technology to substitute the cookies or create any in-build feature in Google Chrome to permit them access to that information, however, it keeps on testing ways for organizations to target advertisements to a larger group of anonymous users with common interests.

“Keeping the internet open and accessible for everyone requires all of us to do more to protect privacy — and that means an end to not only third-party cookies but also any technology used for tracking individual people as they browse the web,” Google said in the blog entry.

To do as such, Google launched its “Privacy Sandbox” activity to discover an answer that ensures user’s protection and allows content to be freely accessible on the open web. Google said in January that they are very certain about the advancement of its proposition to end its support and that it intends to begin testing one proposition with advertisers in Google Ads next quarter. That proposition, called “Federated Learning of Cohorts,” would place individuals into groups depending on their interest, implying that only “cohort IDs” and not individual users IDs would be utilized to target them.

Google has also uncovered the results of tests that showed an option in contrast to the longstanding act of using user-tracking cookies. The company guaranteed that this method along with improving online security will also allow the marketers to target the relevant market for their product/service.

“This approach effectively hides individuals ‘in the crowd’ and uses on-device processing to keep a person’s Web history private on the browser,” Google product manager Chetna Bindra had explained in unveiling the system called Federated Learning of Cohorts (FLoC). “Results indicate that when it comes to generating interest-based audiences, FLoC can provide an effective replacement signal for third-party cookies.”

Mitali Bansal
Mitali is a Commerce student who loves reading about the world economy. In her free time, you will find her either reading novels or binge-watching Tv series.
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