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Saturday, June 10, 2023

Google Plans to Kill The Third-party Cookies

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Google has a global product dubbed “Privacy Sandbox” that replaces the cookie in Chrome and Android. Here is an exclusive look at how it will function.

Google will eliminate third-party cookies, the monitoring instrument that marketers and data hoarders have used since 1994 to follow you around the web. To supplant the cookie, Google has a global offering. According to the company, “Privacy Sandbox,” a set of proposed modifications to Chrome and Android, will establish a much more privacy-friendly system for targeted advertising. This could profoundly alter how any company makes money on the internet, and virtually everyone has complaints, regardless of whether they value privacy or targeted advertisements. Google broke down its proposal in an exclusive interview with Gizmodo. It is an unprecedented glimpse into the inner workings of the master plan of a tech behemoth.

Google’s senior director of product management for Privacy Sandbox, Victor Wong, stated, “We are making one of the largest adjustments to how the Internet functions at a time when people rely more than ever on the free services and content that the web provides.” I believed it was crucial that we communicate our strategy.

Individuals on all sides of the debate portray Wong and his team as a group of internet villains. Some ad buyers, sellers, and distributors are petrified that Privacy Sandbox will prevent access to business-critical information. Consumer advocates claim that Privacy Sandbox merely permits Google and others to eavesdrop on you in a different manner. In the meantime, regulators around the world are searching for evidence that this is all part of a self-dealing scheme to consolidate a digital advertising monopoly.

In other words, if Privacy Sandbox is to succeed, Google must court organizations whose interests are diametrically opposed. After years of technical updates and discarded proposals, Google is now employing a charm offensive to persuade the world to join. Wong published a blog post on Thursday that outlines the argument: the internet must be free, and we need targeted advertisements to keep it that way, but we also need a collaborative solution that ends the data free-for-all.

Currently, third-party cookies make it simple for virtually anyone to trace your movements across the web. These cookies are blocked by Apple’s Safari and other browsers such as Firefox, but not by Google Chrome, which is used by the overwhelming majority of the world’s population. When Chrome blocks these cookies, they are effectively rendered ineffective.

Apple made a change with similar ramifications that enables iPhone users to block some mobile data collection via an App Tracking Transparency setting. However, Apple offered little to replace that data, which caused significant disruption in the advertising industry. Google, which makes its money through advertisements, cannot eliminate data collection without an alternative, especially since the Department of Justice is preparing to sue the company for advertising monopoly.

Privacy Sandbox is the substitute. It’s intricate, but the simplest explanation is that Chrome and Android become tracking instruments. Google-powered browsers and mobile devices will collect data about your activities, which advertising companies can use without learning your identity. No one, not even Google, is permitted to use the fundamental data for advertising purposes, according to Wong. Google asserts that this change will not harm its competitors, as the technology is compatible with external advertising systems and is free to implement.

Google is attempting to rewrite the laws of the Internet with Privacy Sandbox, according to one interpretation. It undoubtedly demonstrates Google’s superiority. As a $500 billion industry hangs in the balance, it is a delicate act to convince the world that everything will be alright while wielding such power. Gizmodo’s interview with Privacy Sandbox leader Victor Wong reveals for the first time the philosophy underlying a move that will alter the digital landscape.



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