The internet giant Google pledged this Wednesday to not to replace the ‘cookies’ of third parties that follow the user around the web, mechanism used to offer personalized advertising, one time remove them from your Chrome browser within a year.
The signature of the most used search engine in the world already advanced in early 2020 its intention to eliminate the controversial ‘cookies’ in Chrome, but this Wednesday’s announcement adds that, once that happens, the company will not replace them with other similar technology, something with which it had been speculated.
“Today we make it explicit that once we suppress third-party ‘cookies’, we will not create alternative identifiers to follow Internet users as they browse the web and we will not use them in our products,” he wrote in a company blog post. Director of Product Management, Ad Privacy and Trust, David Temkin.
The ‘cookies‘ from third parties are those sent to the computer, mobile or other device connected to the internet by a third domain, that is, outside the page being visited, and are usually used to ‘track’ user habits on the internet and offer personalized advertising.
In this way, It is possible to differentiate them from the original or first ‘cookies’, sent to the system by the domain being visited to speed up and facilitate navigation and future visits by, for example, remembering usernames and passwords or browsing preferences.
For the valuable information they provide about Internet users, their preferences and habits, Cookies are a basic pillar of internet advertising and are used to sell to advertisers digital diffusion spaces adjusted to the target audience.
With a 64% market share globally according to StatCounter, Chrome is the most used browser, well above Safari (owned by Apple) and the standalone Firefox. These last two Google competitors have long since blocked third-party “cookies” in their products.
To mitigate the great impact that the suppression of “cookies” may have on the digital advertising market -which is Google’s main source of income-, the Mountain View (California, USA) firm relies on its initiative “privacy sandbox “(privacy sandbox), still under development.
Announced in mid-2019, “privacy sandbox” aims to create open standards that improve privacy on the network, allow Internet users not to share their data or online activities as much as possible and, at the same time, be useful advertisers to target specific audiences.