Tech & Science No more cookies at Google? The company promises to no longer track individual users

21:45  03 march  2021
21:45  03 march  2021 Source:   nouvelobs.com

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  Terminé les cookies chez Google ? L’entreprise promet ne plus pister les utilisateurs individuellement © Copyright 2021, The Obs

Google wants to reassure: soon, it will be over parades of ads in the middle of the search engine during the sales. The Californian giant will no longer individually track Internet users once it has abandoned third-party "cookies", these tracers that allow it to sell ultra-personalized advertising space, but which bristle defenders of data privacy. The online search giant announced Wednesday, March 3 that it would test its new advertising targeting system, based on audience groups, with certain advertisers from the second quarter of 2021.

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So-called “third-party” cookies are small text files that collect data as they browse, and are used to target users with highly personalized advertisements. They pose confidentiality issues. Synonyms for continuous tracking, they inspire growing rejection, to the point that Europe and California, in particular, have passed laws to better protect the confidentiality of personal information. Towards a more collective tracking

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"Today, we explicitly say that once third-party cookies are deleted, we will not build alternative identifiers to track individuals when they are surfing the web, and we will not use them not in our products either, ”said David Temkin, head of advertising and privacy products at Google, in a statement. The Californian group is working on a different system, supposed to improve privacy.

Instead of targeting Internet users individually, advertisers will target audience segments - the "FLoCs" - comprising hundreds or thousands of people. Google will define these segments based on user navigation. "Individuals will be hidden in crowds of people who share the same interests," detailed David Temkin.

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Google should earn 116.7 billion net advertising revenue in 2021 (+ 18.4% over one year), or nearly 30% of this market, according to the firm eMarketer. With its neighbor Facebook, the two companies have imposed the economic model of large platforms that provide free services against the more or less explicit collection of information from their users. David Temkin acknowledged that "the proliferation of personal data among thousands of businesses, typically collected by third-party cookies" has led to an "erosion of trust." The senior official even quotes a study by the Pew Research Center, according to which more than 80% of Internet users consider that the potential risks of collecting their data outweigh the benefits.

"If digital advertising does not evolve to cope with people's growing concerns about their privacy and how their personal identity is used, the future of the free and open web is threatened," he said. -he adds. This awareness is necessary at a time when the Gafams (Google, Apple, Facebook, Amazon, Microsoft) are facing growing mistrust from the political and civic spheres.

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