Security Experts:

Connect with us

Hi, what are you looking for?

SecurityWeekSecurityWeek

Privacy

Google Vows to Stop Tracking Individual Browsing for Ads

Google on Wednesday pledged to steer clear of tracking individual online activity when it begins implementing a new system for targeting ads without the use of so-called “cookies.”

Google on Wednesday pledged to steer clear of tracking individual online activity when it begins implementing a new system for targeting ads without the use of so-called “cookies.”

The internet giant’s widely used Chrome browser this month will begin testing an alternative to the tracking practice that it believes could improve online privacy while still enabling advertisers to serve up relevant messages.

“We’re making explicit that once third-party cookies are phased out, we will not build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products,” ads privacy and trust product management director David Temkin said in a blog post.

“Advances in aggregation, anonymization, and on-device process and other privacy-preserving technologies offer a clear path to replacing individual identifiers.”

The move comes with Google hammered by critics over user privacy, and increased scrutiny of privacy and protecting people’s data rights.

Growing fear of cookie-tracking has prompted support for internet rights legislation such as GDPR in Europe.

Temkin described the new Google system as “privacy-preserving… while still delivering results for advertisers and publishers.” 

Safari and Firefox browsers have already done away with third-party cookies, but they are still used at the world’s most popular browser, Chrome.

Chrome accounted for 63 percent of the global browser market last year, according to StatCounter.

Last month, Google unveiled the results of tests showing an alternative to cookies called Federated Learning of Cohorts (FLoC) which identifies groups of people with common interests without individualized tracking.

Some businesses have objected to the Google plan claiming it will force more advertisers into its “walled garden.”

Written By

AFP 2023

Click to comment

Daily Briefing Newsletter

Subscribe to the SecurityWeek Email Briefing to stay informed on the latest threats, trends, and technology, along with insightful columns from industry experts.

Expert Insights

Related Content

Cybersecurity Funding

Los Gatos, Calif-based data protection and privacy firm Titaniam has raised $6 million seed funding from Refinery Ventures, with participation from Fusion Fund, Shasta...

Privacy

Meta was fined an additional $5.9 million for violating EU data protection regulations with WhatsApp messaging app.

Privacy

The EU's digital policy chief warned TikTok’s boss that the social media app must fall in line with tough new rules for online platforms...

Cyberwarfare

U.S. fighter jets successfully shot down the high altitude spy balloon launched by and belonging to China.

Cloud Security

AWS has announced that server-side encryption (SSE-S3) is now enabled by default for all Simple Storage Service (S3) buckets.

Mobile & Wireless

As smartphone manufacturers are improving the ear speakers in their devices, it can become easier for malicious actors to leverage a particular side-channel for...

Cyberwarfare

The U.S. is tracking a suspected Chinese spy balloon spotted over U.S. airspace, officials said on Feb. 2, 2023.

Privacy

Many in the United States see TikTok, the highly popular video-sharing app owned by Beijing-based ByteDance, as a threat to national security.The following is...