According to a statement from Google on Wednesday, there are plans to restrain from using technologies that track specific users as they browse the web engine. The statement comes as a sign of big changes in the digital advertising industry.
In an earlier statement, Google said of eliminating ‘third-party cookies technology’ because its Chrome browser would stop using it by 2022. The owner of the most-used search engine in the world said that it wouldn’t develop any such tools that identify individual users for advertising purposes.
Google’s director of product management for ads privacy and trust, David Temkin, said, “Keeping the internet open and accessible for everyone requires all of us to do more to protect privacy — and that means an end to not only third-party cookies but also any technology used for tracking individual people as they browse the web.”
Google said of using APIs and Application programming interfaces that refrain from tracking on an individual basis. It also intends to preserve user privacy on different websites by taking measures such as clustering users in interest-based groups.
Noteworthy is that even while taking all these measures, Google still would allow advertising businesses to reach their target customers using its range of services. Such services include YouTube and Gmail, but only if the users are logged into these applications with their personal Google accounts. However, it won’t change or affect mobile application trackers. Publishers will still be able to track the users and will be able to see a user’s behavior on their website.
According to Temkin, Google believes that such tracking methods do not “meet rising consumer expectations for privacy, nor will they stand up to rapidly evolving regulatory restrictions, and therefore aren’t a sustainable long term investment.”
According to another statement, Google will soon eliminate third-party cookies that aid advertisers in digital ad marketing. Google is the largest digital advertising company. Hence their decision comes as a major shift affecting a lot of others too.
Google knows very well that other providers will continue offering advertisers the service of tracking online individuals surfing the web. However, they know very well that their step away from the digital advertising industry would eventually end these services.