Details 04 March 2021
Google will not build alternate identifiers to track individuals as they browse across the web once third-party cookies are phased out. Its director of product management, ads privacy and trust, David Temkin, said in a blog post that keeping the internet open and accessible for everyone requires Google to do more to protect privacy. That means an end to not only third-party cookies, but also any technology used for tracking individual people as they browse the web, Temkin said. He added that the company remains committed to preserving a vibrant and open ecosystem where people can access a broad range of ad-supported content with confidence that their privacy and choices are respected.
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.
Google Targeted Ads to End Soon What Does This Mean for User Privacy?
Google is now rolling out enormous changes to Google Ads. One of the biggest changes is Google s decision to remove third-party cookies.
Photo : David Ramos/Getty Images
While Google had seeded the growth and fruits of the digital ad ecosystem through reliance on targeting, the company is now getting immense pressure coming from regulators revolving around data privacy and antitrust. With that said, Google is expected to stop enabling cross-site targeting and tracking of user data spread across all of its different web-based ad products. This includes ads on YouTube and other Google AdX exchanges.