The web giant wants to remove these tracers used by third-party sites to allow targeting of advertisements based on user navigation.
Google announced Tuesday, January 14, to give itself two years to remove from its browser “cookies” from websites, these small electronic identification modules – denounced by privacy activists – that track users on the internet for better target advertising.
The web giant said that its “Privacy Sandbox” program launched in August 2019 would still allow advertisers to broadcast targeted messages, while avoiding people to be followed by these “cookies”when using the Google Chrome browser .
The aim is to make “cookies” from third-party sites (which do not come from the browser used but from the site visited), “obsolete”within “two years,” said Justin Schuh of Chrome Engineering in a blog post. .
These small tracers, installed automatically when you visit a website, are used to identify a user, to save their preferences but also to establish their profile and to know if they have seen or clicked on an advertisement. Their use is denounced by supporters of privacy, but defended by developers of free online services who survive on the advertising revenue they generate.
“Our goal with this open source initiative [whose codes are accessible to everyone] is to make the web more private and secure for users, while supporting publishers,” said Schuh.
Blocking cookies altogether is not a good solution for the American giant, who fears that this will encourage even more insidious tracking methods. Google has not specified what it intends to replace these third-party “cookies” , but has said “to work actively” so that developers and publishers have the opportunity to experiment with new mechanisms.
It remains to be seen whether the phasing out of these trackers will give Google more control over its online advertising, a sector it currently dominates alongside Facebook.