Google will replace cokies. He will connect with Apple against Facebook.
Google has announced that it will replace user tracking with cookies in the browser. The new method will significantly strengthen the privacy of users. Google has joined other companies such as Apple or Mozilla. So Facebook in particular remains on the dark side. How will it work without cookies?
Google is the largest operator of the Internet advertising network and is also developing the most widely used Internet browser, Chrome. Most of a company’s profits still come from targeted advertising. Google is collecting an incredible amount of data, and there have been growing concerns in recent years that this is too much concentration of power. The company has now announced that it will completely abandon the use of cookies this year. These are still the most common method of recording user behavior on the web. Google will replace cookies with a new set of tools from the package Privacy Sandbox.
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The new solution will no longer collect data from individual users, but will assign each user to different groups according to their interests. For example, advertising systems will know that you are interested in cycling and love football, so they will place you in the groups of cycling and football. However, they will no longer have such an accurate overview of what websites you visit and your other activities on the website. New solution using technology FLoC namely, it evaluates all the data directly on the user’s device. It then only sends the user’s assignment to a certain interest group to the cloud.
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This is a significant increase in privacy for users compared to the current situation. At the same time, the new solution will allow all those who finance the operation of their projects from Internet advertising to continue. However, advertising may no longer be so precisely targeted, and Google also admits that it may be at a competitive disadvantage for some time.
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The competition here means mainly Facebook. He does not intend to give up the collection of huge volumes of data about his users. There is even a legal battle between Apple and Facebook at the moment. Apple has recently significantly tightened the rules for handling user data in iOS. Facebook founder and CEO Mark Zuckerberg he allegedly literally urged his employees to “make Apple feel pain.” Facebook, for example, buys big ads, telling people that Apple “wants to change the Internet as we know it – for the worse.”
How do you feel about Google replacing cookies on the web?
Zdroj: Google Blog
