On Wednesday, the company said it won t replace those cookies with another way of tracking individuals. Instead, Google proposes grouping together web users with similar interests and keeping web histories private on user devices. Google can still track users through its own services like Search or Maps.
“If digital advertising doesn’t evolve to address the growing concerns people have about their privacy and how their personal identity is being used, we risk the future of the free and open web,” David Temkin, Google’s director of product management for ads privacy and trust, said in a blog post.
Temkin said the company continues to get questions on whether it will join others in the ad tech industry that plan to replace third-party cookies with alternative user-level identifiers.
The way the cookie crumbles: Google rejects new tracking methods
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Google to Transform the Online Advertising Industry By Ending This Feature
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Google won t develop new ways to track users, removes ad tracking
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Google won t develop new ways to track users, removes ad tracking
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