Chrome is the most used browser, far above Safari (owned by Apple) and the independent Firefox.
The internet giant Google promised this Wednesday not to replace third-party “cookies” that follow the user around the web, a mechanism used to offer personalized advertising, once they are removed from their Chrome browser within a year.
The firm of the most used search engine in the world already advanced in early 2020 its intention to eliminate the controversial “cookies” in Chrome, but this Wednesday’s announcement adds that, once that happens, the company will not replace them with another similar technology, something that had been speculated on.
Today we make it explicit that once we delete the ‘cookies’ of third parties, we will not create alternative identifiers to follow Internet users while they browse the web and we will not use them in our products, “he wrote in an entry on the company’s blog. Director of Product Management, Ad Privacy and Trust, David Temkin.
Third-party “cookies” are those sent to the computer, cell phone or other device connected to the internet by a third domain, that is, outside the page being visited, and are commonly used to “track” user habits. on the internet and offer you personalized advertising.
In this sense, they can be distinguished from the original or first “cookies” sent to the system by the domain being visited to speed up and facilitate navigation and future visits by, for example, remembering user names and passwords or browsing preferences.
Due to the valuable information they provide about Internet users, their preferences and habits, “cookies” constitute a basic pillar of Internet advertising, and are used to sell advertisers digital broadcasting spaces adjusted to the target audience.
With a 64% market share globally according to StatCounter, Chrome is the most used browser, well above Safari (owned by Apple) and the independent Firefox. These last two Google competitors have long since blocked third-party “cookies” on their products.
To mitigate the great impact that the suppression of “cookies” may have on the digital advertising market -which is Google’s main source of income-, the Mountain View (California, USA) firm relies on its “privacy sandbox” initiative, still under development.
Announced in mid-2019, the “privacy sandbox” aims to create open standards that improve privacy on the web, allow Internet users not to share their data or online activities as much as possible and, at the same time, be useful advertisers to target specific audiences. (I)