In a move that will reshape how online advertising works, Google said in a blog post on Wednesday that once it will begin to phase out the existing technology from its Chrome browser next year it will not build or use alternate tools to track web browsing traffic.
Growing Data Privacy Standards
Third-party cookies, which for decades has enabled online ads will be done away with by Google. This move shall be done to meet the growing data privacy standards in Europe and the United States.
For years tech companies including Google have been chastised by various privacy activists for using cooking which in turn are used to gather web browsing records across websites they don’t own. These web browsing records are then used to develop profiles which in turn facilitate personalized ads based on users’ interests.
Google’s Pledge Not to Replace Cookie or Use another Tool
Though Google tests various ways which help businesses to target ads to large groups of anonymous users with common interests, but still it has pledged recently that it shall not make use of or develop any technology that will replace the cookie or for that matter build features inside Chrome to allow itself access to that data.
Google in a blog post said that privacy must be protected in the aim of keeping internet open as well as accessible for everyone. Hence, to accomplish this Google must not only put an end to third-party cookies but also put an end to any technology used for tracking individual people as they browse the web.
Rival advertising tech companies like Criteo SA and The Trade Desk are building tools to anonymously identify users across the web.
Immediately after Google first announced it would eliminate cookies, both companies saw their shares drop in January 2020 with shares of Trade Desk down 2.2% in trading before the bell on Wednesday.