While we’ve posted about attempts to build alternatives to help cookies that track drinkers across websites , Msn says it won’t always be going down that route.
The search tremendous had already announced that it should be phasing out support for third-party cookies in its Chrome visitor , but today it go further, with David Temkin (Google’s director of treadmill management for ads privacy level and trust) writing near every blog post which often “once third-party cookies really are phased out, we will not build next best thing identifiers to track individuals as it browse across the web, none will we use them in our products. ”
“We realize this means other good providers may offer a amount of user identity for text ad tracking across the web i always will not — like [personally identifiable information] graphs anchored in people’s email addresses, ” Temkin continued. “We don’t deem these solutions will come in contact with rising consumer expectations designed for privacy, nor will consumers stand up to rapidly evolving regulatory restrictions, and therefore aren’t a good sustainable long term investment. ”
This doesn’t mean ads would not be targeted at all. Somewhat, he argued that because “advances in aggregation, anonymization, on-device processing and other privacy-preserving technologies, ” it’s not necessarily necessary to “track individual drinkers across the web to get the operation benefits of digital advertising. ”
As an example, Temkin pointed for a new approach being evaluated by Google called Federated Learning of Cohorts (FLoC), which allows ads to be directed at large groups of users reported by common interests. He thought Google will begin testing FLoCs with advertisers in the second quarter for the year.
Temkin pointed out that these changes focus on third-party data and you should not affect the ability of publishing to track and target their own unique visitors: “We will consistently support first-party relationships on our ad platforms for partners, in which they have direct internet access with their own customers. ”
It’s effectively worth noting, however , that the Personal Frontier Foundation has described FLoCs as “the opposite of privacy-preserving technology” and compared them to an absolute “behavioral credit score. ”
And while cookies look like they are on the way out across the manufacturing, the U. K. ’s Competition and Markets Vitality is currently investigating Google’s cookie plan throughout antitrust concerns, with pros suggesting that Google is using privacy as an excuse heighten its market power. (A similar criticism has been leveled for Apple beyond approaching privacy changes in iOS . )