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Google to Stop Tracking Individual Web Browsing Activity for Advertisements


Google is not going to construct or use alternate instruments to trace internet looking site visitors as soon as it begins phasing out present know-how from its Chrome browser subsequent 12 months, it mentioned in a weblog put up on Wednesday, in a transfer that may reshape how internet advertising works. Google first introduced that it will eliminate third-party cookies, which for many years has enabled on-line advertisements, early final 12 months to fulfill rising information privateness requirements in Europe and the US.

Privateness activists for years have criticised tech firms together with Google for utilizing cookies to collect internet looking information throughout web sites they do not personal, enabling them to develop profiles on customers’ pursuits to serve personalised ads. Now, Google is pledging it is not going to use different know-how to exchange the cookie or construct options inside Google Chrome to permit itself entry to that information, although it continues to check methods for companies to focus on advertisements to massive teams of nameless customers with frequent pursuits.

“Retaining the web open and accessible for everybody requires all of us to do extra to guard privateness — and meaning an finish to not solely third-party cookies but additionally any know-how used for monitoring particular person folks as they browse the online,” Google mentioned within the blog post.

Earlier this 12 months, Google unveiled the outcomes of exams that confirmed a substitute for the longstanding follow of utilizing user-tracking cookies. The corporate claimed that it might enhance on-line privateness whereas nonetheless enabling advertisers to serve up related messages.

“This strategy successfully hides people ‘within the crowd’ and makes use of on-device processing to maintain an individual’s Net historical past personal on the browser,” Google product supervisor Chetna Bindra had defined in unveiling the system known as Federated Studying of Cohorts (FLoC). “Outcomes point out that in relation to producing interest-based audiences, FLoC can present an efficient substitute sign for third-party cookies.”


Does WhatsApp’s new privateness coverage spell the tip on your privateness? We mentioned this on Orbital, our weekly know-how podcast, which you’ll subscribe to by way of Apple Podcasts, Google Podcasts, or RSS, download the episode, or simply hit the play button beneath.

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