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Technology Google Follows Apple in Ending Third-Party ‘Cookies’ in Ad-Tracking

23:30  14 january  2020
23:30  14 january  2020 Source:   bloomberg.com

Google says it will phase out web-tracking 'cookies'

  Google says it will phase out web-tracking 'cookies' Google on Tuesday said is making progress in its quest to vanquish third-party "cookies" on its popular browser used to track people's online activities, a focus of many privacy activists. The online giant said its "Sandbox" program would still allow advertisers the ability to deliver targeted messages, while also sparing people from being tracked by snippets of code called "cookies" when they use its Chrome web browser. "We are confident thatThe online giant said its "Sandbox" program would still allow advertisers the ability to deliver targeted messages, while also sparing people from being tracked by snippets of code called "cookies" when they use its Chrome web browser.

(Bloomberg) -- Google is planning to “render obsolete” a key tool advertisers use to track people around the web, increasing user privacy but also disrupting the marketers and publishers who rely on the search giant’s ad products.Over the next two years the Alphabet Inc. unit intends to stop supporting.

Cookies are little bits of code that stick in peoples’ browsers and follow them around the web and are a core part of the online advertising landscape. Apple Inc.’s Safari and Mozilla Corp.’s Firefox browsers already block third - party cookies , but Google has argued in the past those approaches

(Bloomberg) -- Google is planning to “render obsolete” a key tool advertisers use to track people around the web, increasing user privacy but also disrupting the marketers and publishers who rely on the search giant’s ad products.

Over the next two years the Alphabet Inc. unit intends to stop supporting third-party cookies in its Chrome browser, Google said in a blog post Tuesday. Cookies are little bits of code that stick in peoples’ browsers and follow them around the web and are a core part of the online advertising landscape. They allow advertisers to target people with ads for websites they previously visited and make it easier to determine how effective certain ads were in getting internet surfers to buy something.

Google cutting web cookies, ending lucrative tracking tool for advertisers

  Google cutting web cookies, ending lucrative tracking tool for advertisers Google cutting web cookies, ending lucrative tracking tool for advertisersGoogle's plan is to restrict advertising software companies and other organizations from connecting their browser cookies to websites they do not operate, the company said in a blog post on Tuesday. (http://bit.

Mozilla Corp.’s Firefox browser joined Apple Inc.’s Safari in blocking certain kinds of online tracking , leaving Google ’s Chrome as the only major browser Going forward, new downloads of Firefox will automatically block trackers known as third - party cookies , which can follow users around the web

Marketers have relied on third - party tracking cookies for the last 25 years to track consumer behavior online. Smart cookie -blocking technology led by Apple ’s Intelligent Tracking Prevention (ITP) and What’s old is new again and contextual advertising is back. “We don’t expect a decline in ad

Apple Inc.’s Safari and Mozilla Corp.’s Firefox browsers already block third-party cookies, but Google has argued in the past those approaches are too heavy-handed and risk cutting into vital revenue for internet publishers. In the blog post, Chrome Engineering Director Justin Schuh said blocking third-party cookies could have “unintended consequences that can negatively impact both users and the web ecosystem.” The company is seeking input from advertisers, publishers and Chrome users as it works to find ways to help support advertising online while still preserving privacy.

“Users are demanding greater privacy -- including transparency, choice and control over how their data is used -- and it’s clear the web ecosystem needs to evolve to meet these increasing demands,” Schuh said.

Google Follows Apple in Ending Third-Party ‘Cookies’ in Ad-Tracking

  Google Follows Apple in Ending Third-Party ‘Cookies’ in Ad-Tracking The new MSN, Your customizable collection of the best in news, sports, entertainment, money, weather, travel, health, and lifestyle, combined with Outlook, Facebook, Twitter, Skype, and more.

That said, it sees ad tracking as “now being used far beyond its original design intent” and not Testing via browser origin trials on ending third - party cookies support in Chrome will begin by Be sure to check out our homepage for all the latest news, and follow 9to5 Google on Twitter, Facebook

Follow The Verge online Google will join Safari and Firefox in blocking third - party cookies in its Chrome web browser. Apple has proposed an API for helping retail websites track conversions that Google seems to like, but the two companies don’t agree on how much information should be allowed.

Google has talked about this approach before. While Apple and Mozilla don’t derive much money from advertising, the vast majority of Google’s revenue comes from digital ads. It’s in the company’s interest to keep advertisers spending more money on its websites and ad products. Google’s empire was built on its ability to provide targeted advertising.

Google is navigating a thicket of threats to its business though, including a rising demand for greater privacy and government investigations into whether its business practices in the ad tech world are anti-competitive. If it shuts advertisers out from its system too much, they could increase their complaints that it’s being unfair. But if it ignores privacy advocates, some Chrome users could decamp for other browsers.

(Updates with information from blog post in second paragraph)

To contact the reporters on this story: Naomi Nix in Washington at nnix1@bloomberg.net;Gerrit De Vynck in New York at gdevynck@bloomberg.net

To contact the editors responsible for this story: Jillian Ward at jward56@bloomberg.net, Molly Schuetz

For more articles like this, please visit us at bloomberg.com

©2020 Bloomberg L.P.

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