Google is planning to avoid selling ads based on folk’s browsing through various websites, a move that could cause havoc in the digital ad industry.
Last year, Google announced that third-party cookies, which enable marketers to monitor user history across the site, would be phased out. When those are no longer available in Google’s Chrome browser next year, the company has stated that it will not use or invest in alternative tracking technology that can recognize users on an individual basis.
“We’re making explicit that once third-party cookies are phased out, we will not build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products,” David Temkin, Google’s director of product management for ads privacy and trust, wrote in a blog post on March 3rd 2021.
Since the decision comes from the world’s largest digital advertisement firm, it could help to drive the industry away from individualized tracking, which has been criticized by privacy advocates and is being scrutinized by regulators.
In a blog post, Google’s director of product management for advertising privacy and confidence, David Temkin, said the company is still getting questions on whether it will join others in the ad-tech industry in replacing third-party cookies with alternative user-level identifiers.
Instead of monitoring people individually, Google is experimenting with grouping users into buckets of shared interests and selling ads to these larger groups. The tools will be available in the second quarter, according to Google.
Google will still be able to monitor users through data obtained from its services such as Search, Maps, and YouTube as a result of the upcoming changes. The changes, according to the firm, only affect ad tools and unique identifiers for websites, not mobile apps.
According to the article, Apple would require developers to ask people for permission to collect data and monitor them through apps and websites in the coming months.