Ad Industry Blasts Google's Cookie-Blocking Plan 01/17/2020

Google offices in London

Whenever you go to a website whose advertisers use cookies, they're going to be capable of monitoring you as you go to different websites that additionally use their cookies.

Google began testing a "Privacy Sandbox" in August past year, which it says is being used to develop open standards to encourage more privacy on the web.

One of the first articles I wrote here at Android Police was about how Google planned to phase out apps from the Chrome Web Store, believing Progressive Web Apps to be the future.

According to Chrome engineering director, Justin Schuh, the great demand for privacy necessitated an evolution.

Cookies are a tool within browsers that allow website operators to save data about users, so that for example, they can keep a particular user logged into a website over multiple days.

As a alternative, Google's August put up unveiled the "privateness sandbox", a proposed space of launch standards that will inspire instead to the blocking of third-fetch collectively cookies.

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For almost three decades, cookies placed by relatively unknown companies on almost every website have fueled advertising on the internet.

Starting next month, Google will tighten the controls on its Chrome browser by limiting cross-site tracking, and within the next two years, it plans on eliminating third-party cookies from the equation.

In the post, Schuh also said that Google is continuing its work to make current web technologies more secure and private. However, concerns have often been raised on data privacy as cookies can help websites store user data such as language preference, currency among others. The company intends to modify how advertisers and companies track Chrome's users. "More important, it will push advertisers to partner with vendors that have direct access to first-party data, ensuring compliance with privacy regulations and prioritizing consumer-first practices", he added.

The ad industry has historically opposed moves by browser developers to prevent tracking. Moreover, this news comes one day before the version of Microsoft's Edge browser that's based on Chrome's web browsing engine starts rolling out.

Because the death of Chrome Apps as laid out by the Google timeline is not insignificant, Google is offering up some suggestions for developers.

"Google and other leading data marketing companies no longer require consuming vast number of personal data "cookies" to track and target us", claimed Jeff Chester, executive supervisor of the Center for Digital Democracy, a technology personal privacy research study as well as campaigning for team. But we can not get there alone, and that's why we need the ecosystem to engage on these proposals.

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