The plan of Google to block third-party cookies from its Chrome internet browser has been delayed by the United States based search engine giant Google. The internet activities of users are tracked by cookies which allow targeted advertising to be done by digital publishers.
A number of rivals of Google, including Apple, Microsoft and Mozilla, have already blocked third party cookies.
However critics of this measure argued that a ban on cookies of Google will instead force ad sellers to directly approach the tech giant for the information which will give the tech giant an unfair advantage.
This advantage will flow from a replacement system of third party cookies that Google plans to use – which is another one of Google’s own design, which the company claims is a better system for ensuring user privacy but one that will still give the opportunity for marketing. The Competition and Markets Authority (CMA) of the United Kingdom is already investigating this proposal from Google.
Initially the ban was planned to be implemented from 2022 but the company has now deferred it until 2023.
“It’s become clear that time is needed across the ecosystem” in order to “get this right”, said Vinay Goel, privacy engineering director for Google’s Chrome browser in a blog.
Chrome has a 65 per cent market share globally according to GlobalStats.
The delay was good news for his industry, said Farhad Divecha, founder of digital marketing agency AccuraCast.
“We welcome this delay and only hope that Google uses this time to consult with the CMA as well as different parties that will be affected by the changes, including advertisers, agencies, publishers, and ad-tech and tracking solutions providers,” he said.
The new privacy proposals from Goole are known as the Privacy Sandbox. The implementation of something called The Federated Learning of Cohorts, or “Floc” is one of the ideas proposed by Google.
This idea comprises of assigning internet users to a group, or “flock”, that have similar browsing histories with the help of a browser that is enabled with Floc and based on the data and information thus gathered. Each would share an ID which would indicate their interests to advertisers.
However this [plan has also drawn severe criticism from multiple quarters, including from the Electronic Frontiers Foundation (EFF) which called this new proposed system as “[Internet] users begin[ning] every interaction with a confession: ‘Here’s what I’ve been up to this week, please treat me accordingly’.
(Adapted from BBC.com)