Last year Google said it would abandon its ad tracking method with third-party cookies on its ad network and Chrome browser.
Tracking with cookies adapting promotional content to users’ surfing habits on the internet. This week, the internet giant reiterated that commitment.
Google’s reasons for not using third-party cookies are said to be related to increasing concerns about the privacy and use of personal data from people on the internet.
“If digital advertising does not evolve to address these concerns, then we are risking a future for the free and open web,” said David Temkin, Director of Product Management, Google Ads Privacy, and Trust, on Google’s official blog.
The cookie itself is a small code sent by the website to the user’s device to monitor and remember information about the user’s activity on the site concerned, for example, the contents of a shopping cart on an e-commerce site and account login data.
advertisers use third-party cookies to build a profile about a user by observing his or her browsing history on the internet, including the sites, visited.
This way, advertisers can find out what things the person is interested in and can offer targeted promotional content.
According to Temkin, in today’s digital advertising industry, thousands of companies share user data. “Usually (user data) is obtained from third-party cookies,” said Temkin.
As part of its efforts to eliminate third-party cookies, the Chrome browser will also start blocking third-party cookies starting in 2022.