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Google Killing Cookies in Chrome is not what it seems.

Illustration for an article titled Stop Letting Google Get Away With It.

Photograph: A. David Ramos (Getty Images)

After more than a decade in the making Huge profits Turn off targeted advertising to Google. announce As of Wednesday, it was planned to unfollow and target each type of cookie when the cookie expires. Out of picture.

In many ways, this announcement is just Google’s way of doubling down on its long-running privacy notice, starting with the company. Initial Commitment in 2020 To get rid of third-party cookies in Chrome by 2022, the privacy protection department, among us, can accept that eliminating these types. Trackers and targeters are omnipresent. Is net good But it’s not yet time to start advocating for the bona fide privacy of companies built on our data, as some will likely do so following Wednesday’s announcement.

As the day the cookies kill gets closer and closer, we’ve seen a few key names in the data brokerage business and the third-party add-ons that profit from cookies – try to think like “Global identifierThat can be used instead when Google pulls the plug. In some cases, these new codes are up to people. Email login It is hashed and aggregated from numerous sites across the web. In other cases, companies plan to collect the scraps of personally identifiable information with other information that can be retrieved from that source. It is not a browser such as a connected television or mobile phone. Many more The plans these companies are taking amid a cookie countdown, and Google doesn’t seem to have any.

“We are still asked whether Google will join others in the ad technology industry planning to replace third-party cookies with another user-level identifier,” said David Temkin, who leads Google’s product management team for ” Advertisement Privacy and Trust ”wrote in a blog post published Wednesday.

In response, Temkin noted that Google does not believe that “these solutions will meet growing consumer expectations for privacy and will not stand up to rapidly evolving regulatory restrictions”. Therefore, this type of product is “not a sustainable long-term investment.” He added that Google does not plan to create an “alternative identifier to track people” when cookies are retired.

What is Google? do Even if the plan was created as a tool Just like the “privacy guard” tool for ad targeting. Centralized learning of cohort cohortOr FLoC for short, just to get people to speed: while cookies (And some of these planned universal codes) track people based on their individual browsing habits.When they bounce from site to site under FLoC, the person’s browser accepts any information that Built on that browsing, and basically It converts to a lot of information from people with similar browsing habits, that is, “the masses” if you wish. Rather than being able to target ads to people based on individual snippets of data that people generate, Google allows advertisers to target this massive aggregate of information.

We’ve written all our thoughts about FLoC. before– The short version is like Mostly Regarding the privacy of Google, as we’ve seen so far, FLoC offers aren’t as user-friendly as you might think. For one thing, others have already pointed out that the offer is not required. stop No tracking of people from all over the web ensures that Google is the only one. This is one of the reasons Cookiepocolypse Upcoming Have checked the facts From the competition agency in the United Kingdom At the same time, some American trade groups have already Voiced out loud Their suspicion that what Google is doing here has nothing to do with privacy and more about being concise. Obscene About the digital advertising economy

Which brings us back to a Google blog post earlier this week, a post that literally calls “Charting a more privacy-first web path” while addressing all the obvious issues others have pointed out with FLoC: How is tracking? Still trackingOverall, though, the way Google claims FLoC targeting is “95% effective” because cookie targeting appears to be built on “95% effective”. Double layer mathThis will give Google Special access To a large amount of user data that the company already has Mostly a monopolyIf Google wants to change the national conversation about consumer privacy, it should start by clarifying what “privacy” really means.

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