Google says not looking for other personal tracking tech as it phases out third-party cookies

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Google has stated that it doesn’t plan to switch third-party cookies with any other type of personal tracking expertise on its Chrome browser. In January, Google had stated it had plans to part out assist for third-party cookies — used to trace person behaviour throughout the net — over the following two years. Apple’s Safari browser and Mozilla’s Firefox browser have already introduced plans to part out third-party cookies.

In a brand new weblog submit, David Temkin, Director of Product Management, Ads Privacy and Trust makes it completely clear that Google will “not build alternate identifiers to track individuals as they browse across the web, nor will it use them in its products.”

According to Temkin, whereas Google has introduced plans to assist defend person anonymity, it continues to get questions on whether or not they may “join others in the ad tech industry who plan to replace third-party cookies with alternative user-level identifiers.”

The submit provides that whereas the trade has tried to supply related ads to customers, the way by which it has been executed has led to a common erosion of belief.

It cites knowledge from Pew Research Centre which reveals that “72 percent of people feel that almost all of what they do online is being tracked by advertisers, technology firms or other companies.” Another 81 % say that the potential dangers they face due to knowledge assortment outweigh the advantages, provides the weblog.

Regarding different trackers, Google says that these options are unlikely to “meet rising consumer expectations for privacy.” Further, the submit notes that they may doubtless wrestle to carry up in opposition to “rapidly evolving regulatory restrictions,” and the corporate does not think about them as a “sustainable long-term investment.”

The submit provides that Google’s “web products will be powered by privacy-preserving APIs which prevent individual tracking while still delivering results for advertisers and publishers.”

“People shouldn’t have to accept being tracked across the web in order to get the benefits of relevant advertising. And advertisers don’t need to track individual consumers across the web to get the performance benefits of digital advertising,” Temkin writes.

According to Google, there have been a number of “advances in aggregation, anonymization, on-device processing and other privacy-preserving technologies, which offer a clear path to replacing individual identifiers.”

Google Chrome and FLoCs

Back in January, Google had introduced it was testing out Federated Learning of Cohorts (FLoC) as a technique for promoting. In FLoC, the thought is to cluster massive teams of individuals with comparable pursuits, slightly than monitor particular person pursuits.

Google says that their newest checks of FLoC present are “one way to effectively take third-party cookies out of the advertising equation and instead hide individuals within large crowds of people with common interests.”

It will make FLoC-based cohorts obtainable for public testing by means of origin trials with Chrome’s subsequent launch this month. It additionally expects to start testing FLoC-based cohorts with advertisers in Google Ads in Q2.

Chrome additionally will supply the primary iteration of latest person controls in April, in response to the weblog and can develop on these controls in future releases. Google says it will proceed to assist first-party relationships on its advert platforms for companions, by which they’ve direct connections with their very own prospects.

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