Google To Replace Third-Party Cookies With Privacy Sandbox Technologies
Alphabet Inc.’s Google has announced its plan to replace third-party cookies for nearly 30 million Chrome users with alternative Privacy Sandbox technology. This move aims to continue offering personalized advertising without invading user privacy.
Cookies serve as tracking devices, allowing advertisers to understand user preferences and display personalized ads and products. However, cookies can access personal details and slow down browsing speed.
To eliminate third-party cookies for all users by the end of 2024, Google has introduced a new feature called Tracking Protection. This feature will restrict sites’ access to third-party cookies.
Effective Thursday, Tracking Protection will be enabled for selected users across various operating systems, including Windows, Mac, Linux, Android, and iOS.
Moreover, Google has introduced an additional option, Browsing with more privacy, for selected users. If a site fails to function properly under the new feature, Google will automatically revert to using third-party cookies.
Considering that advertising is a major source of revenue for Google, the company has incorporated a new feature called Ad Topics into Tracking Protection. Ad Topics will leverage browsing data from a specific timeframe to display relevant ads based on user interests.
While Google’s initiative intends to improve privacy for users, some advertisers, publishers, and industry players have expressed concerns. They suspect that the introduction of Privacy Sandbox technology is part of Google’s strategy to dominate the online advertising market.
In conclusion, Google’s plan to replace third-party cookies with Privacy Sandbox technology aims to strike a balance between personalized advertising and user privacy. With Tracking Protection and Ad Topics, the company seeks to address the concerns surrounding invasive tracking while ensuring effective advertising practices.
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