Won't adopt new tracking tech after phasing out third-party cookies: Google
Google on Wednesday said it will not build
"alternate identifiers" to track individuals as they browse across
the web nor will use them in its products once third-party cookies are phased
out, as the tech giant progresses towards a more "privacy-first web".
In January last year, Google had announced
that it will phase out use of third-party cookies - typically used to track
users on the web - in Chrome within two years.
In a blogpost, Google highlighted
that there has been a proliferation of individual user data across thousands of
companies, typically gathered through third-party cookies, and that this has
led to an "erosion of trust".
It cited data from Pew Research Centre that said a large majority
of people feel that almost all of what they do online is being tracked by
advertisers, technology firms or other companies, and many say the potential
risks they face because of data collection outweigh the benefits.
"If digital advertising doesn't evolve to address the growing
concerns people have about their privacy and how their personal identity is
being used, we risk the future of the free and open web. That's why last year,
Chrome announced its intent to remove support for third-party cookies,"
Google said.
The company added that it has been working with the broader
industry on the 'Privacy Sandbox' to build innovations that protect anonymity,
while still delivering results for advertisers and publishers.
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