Cookies allow websites to record their activity, and third-party cookies grant that permission to sites other than those you are using. Getting rid of them will help Internet users better protect their privacy, Schuh said.
“Users demand greater privacy, including transparency, choice and control over how their data is used, and it is clear that the web ecosystem needs to evolve to meet these growing demands,” he added.
Schuh criticized the approach that some of Chrome’s competitors have implemented.
“Some browsers have reacted to these concerns by blocking third-party cookies, but we believe that this has unwanted consequences that can negatively affect both users and the web ecosystem,” he said, adding that it could promote more “opaque” and “invasive” “. Follow-up techniques
“The blocking of cookies without other means of delivering relevant advertisements significantly reduces the main means of financing of publishers, which endangers the future of the vibrant web,” Schuch wrote at the time.
Schuh now says that Google is confident that it can “maintain a healthy and advertising website in a way that makes third-party cookies obsolete.”
“The other browser providers seem motivated to limit third-party tracking due to the growing frustration of consumers. Many ads these days are redirected based on visits to other sites, so people are increasingly aware of that your browsing is crawled across the web (and elsewhere), “said Justin Brookman, director of consumer privacy and technology policy at Consumer Reports.
And it is feared that Google can use its size and domain to continue collecting data even without cookies and stifle competition in the process.
A Google spokesman told CNN Business that Chrome calls the entire ecosystem to commit to its proposals and reiterated that it will only eliminate third-party cookies once the needs of users, advertisers and publishers are met. Google also relies on third-party cookies for the ads it serves on other sites, which would be affected if Chrome stopped supporting them, the spokesperson added.
While Google has not yet specified what it plans to replace cookies, the amount of user data it collects anyway means that it may not matter.
“Google and other leading data marketing companies no longer require consuming a large amount of ‘personal data’ cookies’ to track and sign us up,” said Jeff Chester, executive director of the Center for Digital Democracy, a research and advocacy group for Technological privacy “They have invested in technologies that allow them to gather information about people and then make accurate predictions about how they will respond.”