Google has taken another step forward in its plans to remove cookies

Cookies are files that websites create. They save browsing data so that, for example, pages do not block users’ session, remember their preferences and provide relevant content based on their location, among other points.

There are two types of cookies: Private cookies It creates each site accessed and displayed in the address bar; and the Third Party Cookies, which creates other pages with a portion of the content that a person sees on the visited site, such as Ads or pictures.

in this meaning, Google has promised not to add advertising “backdoors” to its Google Chrome browser (not even for the company’s private use), as part of its plans to remove third-party cookies by 2022.

Thus, the tech giant is working on a roadmap to make third-party cookies obsolete next year in the Chrome browser. in this way, Want to make your internet browsing safer, Providing users with more precise controls over ‘cookies’, easing ad tracking methods.

Vice President and General Manager of Advertising at Google, Jerry DeschlerAnd the rule out that Google is subject to different rules of the game from those of third-party advertisers, Their access to user data and ad personalization will be limited.

We will use the new API (Application Programming Interface) Privacy of our ads and measurement products is like everyone else’s, and we’re not going to create back doors for ourselves,” Deschler said at an event last Thursday according to DigiDay magazine.

In March of this year, the Mountain View, California company outlined its plans to promote a “more private network” and confirmed that it would not create alternate identifiers to track users browsing the network, nor would it use them in its products.

Thus, your digital products will be powered by APIs that maintain privacy by preventing individual tracking, while still delivering profitability for advertisers and publishers.. The company sees advances in grouping, anonymization, and on-device processing as effective alternatives to tracking based on individual identifiers.

This is part of a Google project called Privacy protection For Chrome, which seeks to replace third-party cookies with other elements, in order to enhance user privacy. The interest-based digital advertising initiative is based on the idea that data from groups of like-minded people can replace individual identifiers.

To achieve this goal, they relied on Federal Cohort Learning Technology (FLoC, which proposes a new way for companies to reach people with relevant content and ads by bringing together large groups of people with similar interests. This approach effectively hides people “outside the crowd” and uses on-device processing to keep the user’s web history in the browser private.

On the other hand, it also contains proposals so that marketers can create and implement their own audiences without the need for third-party cookies. In this sense, Chrome has published a new proposal called FLEDGE which expands on a previous Chrome initiative called Turtledoff This allows you to use a trusted server, which is specifically designed to store information about campaign offers and budgets.

Chrome plans to make FLEDGE available for testing later this year while giving ad tech companies the opportunity to try using the API with a server of their choice.

(With information from Portaltic)

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