When Google announced a plan to block digital tracking cookies from its Chrome web browser two years ago, the advertising industry and regulators worried that the proposal would further entrench the search giant’s dominance over online ads.
The outcry eventually forced Google to delay its rollout by nearly two years to late 2023.
On Tuesday, Google said it was scrapping its old plan and offered a new way to block third-party trackers in Chrome with an online advertising system called Topics. The new system would still eliminate cookies, but it would inform advertisers of a user’s areas of interest — such as “fitness” or “autos and vehicles” — based on the last three weeks of the user’s web browsing history. The Topics will be kept for three weeks before they are deleted.
Google’s plan to eliminate cookies by the end of next year is a potentially huge shift for the digital advertising industry, though it is not clear if the new method, which the company will start testing in the first quarter this year, will be any less alarming to advertisers and regulators. Google Chrome, the world’s most widely used web browser, is used by two of every three people surfing the internet, according to StatCounter.
Google said in 2019 that it would do away with third-party trackers in Chrome through an initiative called the Privacy Sandbox. The trackers allow ad services to follow users around the web to learn about their browsing habits. The company later unveiled a plan known as federated...
Read Full Story: https://www.nytimes.com/2022/01/25/business/google-topics-chrome-tracking.html
Your content is great. However, if any of the content contained herein violates any rights of yours, including those of copyright, please contact us immediately by e-mail at media[@]kissrpr.com.
