As we might know, Google manages how we surf the internet, daily, through its Chrome browser functionality. Some things might change soon, according to Google’s newest plans. The company intends to modify how advertisers and companies track Chrome’s users.
Cookies are developed to permit websites to log your activity, while third-party cookies offer permission to some undesired sites, that we don’t are always aware.
“Users are demanding greater privacy – including transparency, choice, and control over how their data is used – and it’s clear the web ecosystem needs to evolve to meet these increasing demands,” stated Justin Schuh, Chrome’s director of engineering.
Other browsers, such as Mozilla Firefox or Apple’s Safari, had been working for some more stringent limitations for tracking users’ activity on the internet. Google’s plans resurfaced only a day before Microsoft introduced its latest Edge browser, developed on Chrome’s code, but with enhanced limitations on cookies.
Schuh detailed: “Some browsers have reacted to these concerns by blocking third-party cookies, but we believe this has unintended consequences that can negatively impact both users and the web ecosystem.”
The plan to change how cookies work is a thing of Google’s actions to develop an upcoming set of open standards for digital tracking. Such a project was confirmed back in August 2019, and it was called the Privacy Sandbox. The goal of the plan is to enhance user privacy while also guarding the advertisers and the interests of publishers.
Experts, however, explained that Google’s aim, which will begin with more security and control for third-party cookies, might also be affected by its digital advertising, responsible for the company’s revenue. As for other opinions, Google might keep recording data even without cookies and smother competition in the process.
Also, as the company hasn’t yet announced what it wants to replace cookies with, the amount of data it gathers anyway indicates it might not be significant at all.