Google Plans To Eradicate Cookies
Regulators and rivals have raised concerns about Google’s grand plan to rewrite the rules of online advertising.
Google is to restrict the number of advertising cookies on websites accessed via its Chrome browser, in response to calls for greater privacy controls.
It said that it would phase out third-party cookies within the next two years,
Millions of people are already part of a global experiment to delete cookies once and for all. Since last month, Google has been testing new browser-based technologies in Chrome that could turn the global advertising industry upside down.
Cookies are small text files that are used to track users across the web. Cookies are used to collect user data, which can be on both an aggregate and anonymised level, such as clicks on page, pages viewed, engagement elements, and also on a PII (personal identifiable information) level, such as device IDs, names, addresses, passwords and credit card numbers. Most of the people involved in the process may not even notice, but as the project gains momentum, critical voices sound the alarm.