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Google to test new feature limiting advertisers' use of browser tracking cookies

Economic Times

Economic Times · 1y ago

Google to test new feature limiting advertisers' use of browser tracking cookies

Google plans to begin testing a new feature called Tracking Protection on its Chrome browser as part of its initiative to ban third-party cookies used by advertisers to track consumers. The feature will restrict cross-site tracking by default and will be rolled out to 1% of Chrome users globally on January 4. Google aims to phase out third-party cookies completely by the second half of 2024, pending resolution of antitrust concerns raised by the UK's Competition and Markets Authority. Advertisers have expressed concerns over limitations on personalized ads and increased reliance on Google's user databases.

Related News

Google's Third-Party Cookie Phaseout and Its Impact

StartupTalky

StartupTalky · 1y ago

Google's Third-Party Cookie Phaseout and Its Impact

Google recently announced plans to end the use of third-party cookies in its Chrome browser by the end of 2024, signaling a major change in online advertising and privacy. Third-party cookies have been widely used by advertisers to track user behavior and deliver targeted ads, but their discontinuation reflects a growing demand for transparency and privacy in the digital realm. This decision presents challenges for advertisers and publishers who rely on these cookies, but also opens up opportunities for innovation in advertising technologies and strategies. Advertisers will need to adapt to alternative methods, such as leveraging first-party data and employing contextual advertising, to reach their target audiences effectively.

Google is finally killing cookies. Advertisers still aren’t ready.

Livemint

Livemint · 1y ago

Google is finally killing cookies. Advertisers still aren’t ready.

Google is set to make significant changes to how companies track users online by restricting and eventually eliminating the use of cookies. While Google has introduced software tools to replace cookies, advertisers argue that the industry is not prepared for the transition. Advertisers and publishers are concerned about the timing of the changes, as the crucial fourth-quarter advertising period approaches. Critics have raised privacy concerns regarding third-party cookies, while some executives believe Google's search advertising business will benefit from the elimination of cookies. The UK's Competition and Markets Authority is overseeing Google's plans.

Google scraps plan to remove cookies from Chrome following concerns from advertisers

Economic Times

Economic Times · 1y ago

Google scraps plan to remove cookies from Chrome following concerns from advertisers

Google has announced that it will not be phasing out third-party cookies in its Chrome browser, as previously planned. This decision comes after concerns from advertisers about the limitations on personalized ads and competition in digital advertising. Instead, Google will introduce a new feature that allows users to make informed choices about their browsing experience and adjust those choices at any time. The company is working with regulators, publishers, and privacy groups on this new approach while still investing in its Privacy Sandbox program aimed at enhancing online privacy. The decision has drawn mixed reactions from the industry.

Google will turn off cookies for 30 million people on January 4th

Gizmodo

Gizmodo · 1y ago

Google will turn off cookies for 30 million people on January 4th

Google is set to begin blocking cookies for about 30 million Chrome users, starting on January 4th. This move is part of Google's Privacy Sandbox project which aims to replace cookies with a different form of tracking that ensures better privacy. The project introduces a new set of tools where the Chrome browser itself keeps track of users' online activities, ensuring that data stays on the device and websites can categorize users without identifying them explicitly. This change signifies a major shift in how the internet operates and aims to enhance user privacy.

UK regulator criticises Google targeted adverts plans

Economic Times

Economic Times · 7m ago

UK regulator criticises Google targeted adverts plans

The UK's Information Commissioner's Office (ICO) has criticized Google for a policy change that allows advertisers to use fingerprinting technology to track and collect user information for targeted advertising. The ICO argues that fingerprinting is not a fair method of tracking as it reduces user choice and control over data collection. Unlike cookies, which can be easily erased, digital fingerprints are harder to change or remove. The ICO is engaging with Google on this change and warns that businesses must give users fair choices and obtain consent before using fingerprinting technology. Google insists it will continue to give users choice and work towards responsible data use in the industry.

What marketers should know about Google’s cookies about-face

Livemint

Livemint · 1y ago

What marketers should know about Google’s cookies about-face

Google has decided to abandon its plan to eliminate third-party tracking cookies on its Chrome browser. Instead, the search giant will present users with a prompt to decide whether to retain third-party cookies. The move has left marketers wondering about the future of tracking and how they will reach consumers if they opt out en masse. While Google's decision may have delayed the phaseout of cookies, industry experts believe efforts to move towards a post-cookie world were not in vain. The next steps will depend on how Chrome treats users opting in or out. Overall, marketers should continue prioritizing data privacy and prepare for a future where it is increasingly emphasized.

When the third-party cookie crumbles: A new privacy-centric internet emerges

Economic Times

Economic Times · 1y ago

When the third-party cookie crumbles: A new privacy-centric internet emerges

Google Chrome's plan to phase out third-party cookies is causing panic in the digital advertising industry. With cookies being a fundamental tool for personalized ads and user tracking, the change will have a significant impact on digital ad inventory placement and consumer experience. Advertisers are now exploring alternatives like AI-powered contextual targeting and data clean rooms to maintain scale and privacy compliance. However, concerns are rising about the concentration of personal data in the hands of a few big tech companies, potentially shaping the future of the internet.

Google to destroy browsing data to settle consumer privacy lawsuit

Economic Times

Economic Times · 1y ago

Google to destroy browsing data to settle consumer privacy lawsuit

Google has agreed to settle a lawsuit for secretly tracking the internet use of people who believed they were browsing privately. The settlement, valued at over $5 billion, requires Google to destroy billions of data records. While Google is not paying damages, individual users will retain the right to sue the company for damages. The lawsuit alleged that Google's analytics, cookies, and apps allowed them to track individuals in private browsing mode, compromising their privacy. As part of the settlement, Google will update its disclosures and allow users to block third-party cookies during private browsing sessions.

Google pledges to destroy browsing data to settle ‘incognito’ lawsuit

Livemint

Livemint · 1y ago

Google pledges to destroy browsing data to settle ‘incognito’ lawsuit

Google has agreed to destroy user data as part of a settlement in a class-action lawsuit that accused the company of tracking users' web browsing activities without their knowledge. The lawsuit claimed that Google misled users about how its Chrome browser tracked their activities, even when using the private "Incognito" browsing mode. As part of the settlement, Google will update its disclosures, provide the option to disable third-party cookies in private browsing, and destroy billions of data points collected improperly. The settlement does not include damages for individual users, but allows them to file claims.

Alphabet hit with Austrian privacy complaint over alleged browser tracking

Economic Times

Economic Times · 1y ago

Alphabet hit with Austrian privacy complaint over alleged browser tracking

Austrian advocacy group NOYB has lodged a complaint against Google, accusing the company of tracking users of its Chrome Web browser without proper consent. NOYB claims that Google's ad privacy feature allows the tech giant to track users within the browser, violating European Union privacy rules. Google, on the other hand, defends its Privacy Sandbox tools and argues that they provide improved privacy protections. The advocacy group has previously filed complaints against big tech companies for alleged privacy infringements.

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