Google has published a very interesting post on its blog, all focused on the theme of privacy , in which the Mountain View company faces head-on the growing perplexities about it from an increasingly large slice of public. “ If digital advertising does not evolve to address people's growing concerns about their privacy and how their personal identity is used, the future of a free and open web is at risk “. Yes, because advertising is the economic basis of the web : it is what has allowed most websites to be free up to now, and this is an undeniable fact.
Already last year, Chrome announced that it would remove support for third-party cookies, and now Google is keen to clarify that will not be created “ alternative identifiers to monitor people while surfing the Internet “, but that its web products will work thanks to APIs that” preserve privacy and prevent individual tracking “. Coming from a company that generates a lot of revenue from advertising marketing, that's a big promise.
Attention: Google is not saying that targeted advertising will end , but that this will be more private and secure than today, where with third-party cookies (and not only) it is easier to track a user through his movements on the web. And Google's commitment in this regard is peremptory: “ protecting privacy means putting an end not only to third-party cookies, but also to any technology used to track individuals as they browse on the Web“.
A Chrome 89 teardown performed by Android Police c i allows you to take a first look at these new privacy controls, and to use Web Crowd as a way to advertise targeted, but without being identified. None of this is still public anyway.
