It hopes to make internet browsing more secure, mitigating some ad tracking techniques.
Cookies are files that websites create. They save browsing data so that, for example, the pages do not close users' sessions, remember their preferences and provide relevant content based on their location, among other points.
There are two types of cookies: own cookies created by each website accessed and displayed in the address bar; and third-party cookies, which make other pages that have part of the content that the person sees on the visited site, such as advertisements or images.
In this sense, Google has promised not to add advertising "back doors" to its Google Chrome browser (not even for the company's use) as part of its plans to eliminate third-party cookies in 2022.
Thus, the technology giant is working on a roadmap to make third-party cookies obsolete next year in its Chrome browser. This way, it wants to make Internet browsing safer, providing users with "more precise" cookie controls, mitigating advertising tracking techniques.
The vice president and general manager of Ads in Google, Jerry Dischler, has ruled out that Google will be subject to different game rules than those of external advertisers, who will see their access to user data and advertising personalization limited.
"We will use the new privacy APIs (Application Programming Interface) for our ads and measurement products like everyone else, and we will not create back doors for ourselves," as Dischler stated at an event held last Thursday according to the DigiDay magazine.
In March of this year, the Mountain View, California company outlined its plans to promote "a more private network" and assured that it would not create alternative identifiers to track users who browse the network, nor would it use them in its products.
Thus, your digital products will be powered by APIs that preserve privacy by preventing individual tracking while delivering profitability to advertisers and publishers. The company sees advances in aggregation, anonymization, and on-device processing as effective alternatives to monitoring based on unique identifiers.
This is part of a Google project called Privacy Sandbox for Chrome, which seeks to replace third-party cookies with other elements to strengthen user privacy. The initiative for interest-based digital advertising is based on the idea that data obtained from groups of people with like-minded points could replace individual identifiers.
To achieve this goal, they relied on federated learning cohort ( FLoC ) technology, which proposes a new way for companies to reach people with relevant content and ads by grouping large groups of people with similar interests. This approach effectively hides people "out of the crowd." It uses on-device processing to keep a user's web history private in the browser.
On the other hand, it also contains proposals so that marketers can create and implement their audiences without the need for third-party cookies. In this sense, Chrome published a new proposal called FLEDGE that extends a previous Chrome initiative called TURTLEDOVE. That allows the use of a reliable server, specifically designed to store information about the offers and budgets of a campaign.
Chrome intends to make FLEDGE available for testing later this year with the opportunity for ad tech companies to try using the API with a server of their choice.