Google Chrome delays the definitive deletion of cookies in its service: What is the reason?

Google Chrome eliminará las cookies de su navegador (Imagen ilustrativa).

Google announced in early March that it will remove third-party cookies and use another tool to protect the privacy and identity of users browsing the web. However, this changed and now the company confirmed that it will delay its decision.

Cookies allow the identification of the online activity of users, that is, what they do when they browse, their country of origin, among others. All that information is then used to show internet users' advertising or articles of interest.

The purpose of deleting cookies was to use other types of tools that allow targeting ads using data of interest groups and not with the information of specific people.

However, this will not be the case until 2023 as advertising regulators do not consider it a fair practice to delete cookies and therefore announced a delay.

Google will phase them out but it will be from mid-2023, all this amid pushback by regulators and the advertising industry. The new tool proposed by the company is that through cohort federated learning API (FLOC) ads are offered to a group of people with similar interests.

With the FLOC methodology companies will send advertising to potential groups of customers and not to specific individuals, therefore they will receive the same type of advertising and this will allow them to keep people hidden instead of showing them in public.

This advertising model was launched in the browsers of other companies such as Apple, Microsoft, and Mozilla, but the company acknowledged that it needs "more time" to carry it forward and expects to complete it by the end of 2023.

The Director of Privacy Engineering Google, Vinay Goel he said to do so they need to "move forward at a responsible pace giving enough time for public discussion" and added that one of the reasons is to "avoid jeopardizing the business models of many web publishers" that allow open access content.

Post a Comment