Google’s the big name in online ads and SEO, on top of running Chrome, the most popular web browser in the world. So when it makes a big change, the internet notices.
The tech company recently phased out third-party cookies from its Chrome browser, which is a massive change as these cookies have long since been a key part of delivering targeted ads, though they’ve also been the root of privacy issues, with many noting how personal information can be stolen via these cookies.
The company will continue to track users via Search and Maps, but it’s they’re working on dropping cookies entirely, with Google Director of Product Management for Ads Privacy and Trust, David Temkin, saying that if digital advertising doesn’t address people’s concerns about privacy, then the very idea of the free web is put in jeopardy.
Temkin added that, once they properly phase out third-party cookies, Google will not be developing or using any alternative identifiers to track users, or use any of the like in their products.
Google stated that they plan to roll out these changes, which they’ve marked as part of their privacy sandbox, by 2022.
The planned changes have met some criticism from the smaller players in the online ad industry, as well as from regulators in countries like the UK, who note that these changes could potentially bolster Google’s position as the dominant name in online marketing and advertising; a titan to marketing firms and figures like king kong sabri suby, which is already been the topic of much debate and legislation recently.