Internet revolution! Google is removing advertising cookies

For decades, cookies have been the backbone of personalized advertising on the Internet. Now, amid the growing call for more data protection, Google is taking a giant step forward – and is simply switching off all advertising cookies.

Google wants to abolish data collection via so-called cookie tracking. So-called third-party cookies can currently track usage behavior across multiple websites. This technology is about to expire and should not have a successor. Third-party cookies have long been the basis for individualized online advertising. In a post on the Google blog , the company confirms that it is not developing any new tools to track users’ Internet traffic. The move is likely to change the way online advertising works. Google had already announced in early 2020 that it would abolish third-party cookies. This bends the pressure in Europe and the USA to comply with higher data protection standards.

Google wants aggregated tracking instead of cookies

Of course, Google doesn’t want to say goodbye to advertising tracking, after all, advertising is the company’s core business. It has been working on a new technology called “FLoC” ( Federated Learning of Cohorts) for a long time . FLoC no longer tracks individuals individually, but only as a group with common interests.

Google promises it won’t just keep tracking you after replacing cookies

German publishers reacted skeptically. “Now what smaller digital companies have been warning about for years is proving to be true: that Google is no longer dependent on cookies because of its market power.” This was explained by the industry association of digital publishers and newspaper publishers (BDZV). Because Google collects millions of data every day, for example with the help of the Chrome browser. “This way, Google can use personal advertising (‘behavioral advertising’) in a much more sophisticated way than any other market participant to its own advantage and earn a lot of money with it.” It is time for the EU Commission to intervene “and give European citizens their digital Returns sovereignty to the Internet giants. “

Also interesting: Google is testing new dark mode for the search engine

No more individual tracking

For years, privacy advocates have criticized the fact that companies like Google use cookies to collect records of surfing on pages that do not belong to them. This allows you to create profiles about the interests of the users and place personalized advertising. Cookies are stored on the consumer’s online device and contain information about the websites visited or their location. Now Google promises not to use any other technology to replace cookies. Nor does it want to build any functions into Chrome in order to gain access to this data itself. Still, the US tech giant continues to test ways for companies to target advertising to large groups of anonymous users with common interests.

“To keep the internet open and accessible for everyone, we must all do more to protect privacy – and that means not only an end to third-party cookies, but also to any technology that is used to track individuals while they surf the Internet, ”said Google manager David Temkin.

With material from Reuters

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