Google no longer wants third-party cookies, but rejects the common solution

Google will not join the global trend to replace cookies with a new, anonymous solution. He considers his own solution to be the way to give the user as much freedom and protection of his privacy as possible. Own control over what third-party applications do.

Google goes its own way

The crucial question is whether Google’s approach to developing its own solution and form of user privacy is correct. There has long been an interest in replacing cookies with something new. An anonymous dating at the user’s device level, which will draw data on my behavior, but only in order to get an ad targeted specifically for me. It will be anonymous, allegedly more privacy than there is today from cookies, because that is the goal. But Google doesn’t believe it, so it goes its own way.

That own path stems from a rather dramatic distrust of the tools as they are presented. The PSC agency has published a study from which the numbers of mistrust are really high. It is particularly interesting that up to 81% of people believe that somewhat tolerated monitoring does not offer so many benefits. It partly draws its conclusions from this study as well Google, which has previously announced that it will disable cookies for third parties.

And so surfing through Chrome will be safe and especially with a high level of privacy protection. Google has its own solution called and based on FLoC, which aims to create anonymity in the crowd. In this case, as one of the users, I will hide anonymously in a crowd with the same search goal, but my privacy will be preserved. At the same time, for a certain group of undefined customers who are looking for similar results at a given time and place, there will be data for advertising and analysis.

Google certainly won’t limit its advertising-based business

Google promises real change when Third-party cookies are due to expire, including other tools for tracking customer behavior. If it is to replace something new that only Google will have. The question immediately arises as to how it will be traded and what data the person interested in advertising will receive. After all, it is a naive notion that Google would limit or otherwise jeopardize its advertising-based business.

Just to give its users real privacy. If this is to go with the new FLoC tool, then it is necessary to ask to whom the data will be sold and in what actual form. After all, the ad will not disappear, only the way the advertiser will access the data to enter it will change. And that will be managed by Google.

In any case, disabling or completely banning third-party cookies is welcome, it largely eliminates today’s form of web browser tracking. However, Google is building its own system, where I hope it will not just replace the current one, and the company will simply centralize the monitoring.