Google says it will not replace third-party cookies with an alternative option to track users’ browsing.
Google announced last year its decision to remove third-party cookies from its Chrome browser. They were citing the convenience of addressing users’ growing concerns about privacy.
Users overwhelmingly agree that the conflicts associated with collecting information through third-party cookies outweigh the benefits.
Google continues to be questioned about whether it will establish substitute methods of tracking users. This is something that is being done by other companies in the technology sector.
According to the search engine giant, once third-party cookies are removed. It also declared that they will not develop technologies to track users as they browse the Internet.
Meanwhile, other service providers will continue to provide a level of recognition of user information for ad monitoring. Google has pledged though to safeguard the confidentiality of APIs so that there will be no personalized tracking.
Will we see a replacement of individual recognition data with technology that protects confidentiality?
For now, it is now possible to replace individual identifiers with a management system. At the very least, a management system that enables advertisers to benefit from the latest developments in aggregation, anonymization and equipment processing.
Last January 2021, Google made public the details of a new cookie replacement mechanism known as FLoC. This mechanism will be tested with advertisers in Google Ads next quarter.
Going forward, Google’s commitment is to favor first-party relationships in its advertising systems, where advertisers have a more direct connection with their customers.
Google ensures that it will maintain a transparent web. A web where Internet users can enjoy a wide range of advertising content with the assurance that their personal integrity is not compromised.
It is very likely that changes of this nature will continue to occur with the intention of always improving the user experience.
How will the speed/security balance of these changes be? The future will tell…