Cookies are an important component of web browsers as they allow sites to track your browsing activity.
This technology allows any website on the web you visit to see what previous site you were on.
In April, Google began testing a new technology called FLoC in its Google Chrome browser It is used by about 70 percent of computer owners in the world.
This new technology is an alternative to common cookies. It is expected to enter into force by the beginning of 2022.
Read also: Google is testing FLoC, its alternative to third-party cookies
And this new trend from Google caused a shock in the digital advertising market User tracking is essential to generating revenue for many websites.
To defend its decision, Google stated that it has solutions that allow advertisers to continue showing relevant ads. But in ways that preserve the privacy of users.
The company’s proposals are intended to allow web publishers, e-commerce companies, and advertising agencies to continue using targeted advertising to make money.
Read also: Google’s plan to remove cookies under discussion
Companies plans to confront this technology:
Digital advertising companies have been trying to make their own tracking methods. For example, cooperated a company Trade Desk With some companies to create new tracking tools Email addresses are used.
In addition, the company Amazon Currently blocking Chrome From collecting data when browsing its site.
Antitrust investigators in several countries have asserted that Google’s move may harm competitors and increase its power.
For ordinary Internet users, this change could have major implications for how companies collect our data and make decisions about what we see online.
Google is not the first:
Google is not the first to block cookies, as In 2017, Apple began restricting and blocking cookies in its Safari browser.
The Mozilla Foundation followed suit with Firefox soon after. But these two browsers make up Usage rate less than 22 percent.
Also Read: Firefox Adds Total Cookie Protection
Despite Google’s reliance on advertising and tracking, it generated nearly $183 billion in revenue annually. Except that CEO Sundar Pichai confessed during a congressional hearing In 2018 users don’t like the feeling of being tracked online.
In January last year, Google said it would also block third-party cookies through Chrome for the next two years.
Some competitors in the digital advertising industry say: Google’s move is not about privacy, but rather a way To harm its competitors and push advertisers to use Google ads across YouTube and Google search engines.
Read also: 4 ways to secure your data and protect your privacy when using Firefox
Google’s goal to ban Cookies:
The goal is to make cookies an obsolete technology while also helping web publishers grow their businesses, a Google spokeswoman said in March.
“Finding that balance is critical to keeping the web open, accessible, and thriving for everyone,” she added.
Google can block cookies in Chrome with relative ease because it designs and controls the browser’s source code.
And the company sent its new model to the group W3C It is the group that sets the rules for how the web works, for its approval.
Does Google need approvals:
Google does not need to get approval from the W3C, given that its browser is the most widely used in the world.
Google can set new rules, and web developers must follow them or risk seeing their sites stop working in Chrome.
Read also: Why should you stop using Chrome browser and what are the alternatives?
It is worth noting that according to the principle of operation of cookies, websites are able to constantly pull information about you when browsing.
Google says FLoc is 95 percent effective for advertisers. However, Chrome will still monitor every website you visit, even if the information remains on your device.
And for those who want less surveillance from the tech giants, it may seem like a step in the wrong direction.
Read also: Google vows not to give its apps exceptions
The Electronic Frontier Foundation said: The technology avoids the privacy risks of cookies. But it progresses in The same time new files are in the process.
However, Google’s technology can be said to be the best in terms of privacy Compared to other proposals from the rest of the digital advertising companies. And that By balancing Google’s business and user privacy needs at the same time.
Blocking cookies may harm news publishers and e-commerce start-ups. This would reduce traffic to publishing sites that rely entirely on traffic, thus raising consumer product prices.
Read also: How will Google change the rules for targeting ads to preserve privacy?