Sunder Pichai, the CEO of Google, who has just decided to make it easier for advertisers to navigate Internet users.
All of Google’s technology decisions, are closely scrutinized by companies whose business depends mainly on the giant mountain View. And the latest announcement should not delight advertisers and advertisers’ marketing departments. Google has just revealed that it was now giving itself two years to remove from its browser “cookies” from websites, these small electronic identification modules that follow you on the internet to better target advertising and denounced by activists of protection of privacy. The web giant said in its statement that “Privacy Sandbox” program launched back in August would allow advertisers to deliver very targeted messages while preventing people from being tracked by “cookies” while using the Google Chrome. The aim is to render “cookies” from third-party websites (which do not come from the browser but from the site visited) “obsolete” within the next “two years,” said Justin Schuh of Chrome Engineering in a blogpost.
These small tracers are installed automatically when you visit a site. And are used to identify a user to save their preferences but also to establish their profile and to know if they have seen or clicked on an ad. Their use is denounced by privacy supporter but defended by developers of free online services who thrive on the advertising revenue they generate. The move comes as various tech giants, who have faced data leaks for several years, face more toughening regulations on online privacy, such as the implementation in Europe of general data protection regulations(GDPR). In France, the association UFC-Que Choisir also sues Google for violating the GDP.” He must, like the others, submit to the law and very clearly ask consumers for authorization to use their personal data, which is far from being the case”, explained Raphaël Bartolomé, head of the legal department of ‘UFC-Que Choisir, in June 2019. Read also – Tinder and Grindr would cash with advertisers access to the sexual orientation of their users’ Make the web more private’ “Our goal with this open-source initiative (including codes are accessible to all, note) is to make the web more private and secure for users, while supporting publishers, “said Justin Schuh. Blocking cookies altogether is not the right solution for the American giant, who fears that this will encourage even more insidious tracking methods. Google has not specified what it intends to replace these third-party “cookies” but said “to work actively” so that publishers and developers have the opportunity to experiment with newer mechanisms. We are yet to see whether the phasing out of these trackers will give Google more control over its online advertising, a sector it currently dominates alongside other tech giant Facebook.
Indeed, Google’s decision may encourage advertisers to use their own first-hand data, such as login information or email addresses, to target advertising and spend on data measurement, including understood, of course, Google’s technology. Google could also offer advertisers its own audience segments based on data collected from its search engine, Gmail, YouTube, application downloads, and visits to publisher sites that serve ads through Google. So it’s not necessarily good news for advertisers and small and medium-sized publishers who maybe even more
dependent on Google – with the risk of reaching larger but less relevant audiences -or who will have to find other ways to target internet users. Here’s why Disney theme parks are so expensive.