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Tuesday, May 24, 2022

Google will introduce a new user tracking system for the Chrome browser.

When Google announced a plan to block digital tracking cookies in its Chrome web browser two years ago, the advertising industry and regulators worried that the proposal would further cement the search giant’s dominance of online advertising.

The outrage eventually forced Google to delay the rollout by nearly two years until the end of 2023.

On Tuesday, Google said it was abandoning its old plan and offered a new way to block third-party trackers in Chrome using an online ad system called Topics. The new system will still delete cookies, but will inform advertisers of the user’s areas of interest, such as “fitness” or “cars and vehicles”, based on the past three weeks’ web browsing history. Themes will be kept for three weeks before they are deleted.

Google’s plan to eliminate cookies by the end of next year is a potentially huge shift for the digital advertising industry, although it’s not clear if the new method, which the company will start testing in the first quarter of this year, will be any less worrisome. advertisers and regulators. According to StatCounter, Google Chrome, the world’s most widely used web browser, is used by two out of every three people who use the Internet.

In 2019, Google said it would be getting rid of third-party trackers in Chrome as part of an initiative called the “Privacy Sandbox”. Trackers allow advertising services to follow users online to learn about their browsing habits. The company later introduced a plan known as Federated Cohort Training, or FLoC. It was intended to allow advertisers to target groups of users based on shared browsing history, rather than individuals.

Apple has also cracked down on advertisers by limiting their ability to track users as they browse the web. Last year, the company introduced App Tracking Transparency, which allows users to block app tracking, a decision that raised concerns from Facebook and other large advertisers.

Because marketers rely heavily on cookies to target ads and measure their effectiveness, Google’s privacy proposal raised concerns that it would bolster the company’s influence in the industry, since Google already knows so much about its users’ interests and habits. Privacy experts feared that the cohorts could expose users to new forms of tracking.

Google’s proposal has also attracted the attention of regulators. The European Union said it was looking into the plan as part of its investigation into Google’s role in the digital advertising market. Last year, the UK Competition and Markets Authority reached an agreement with Google allowing the regulator to consider changes to trackers in Chrome as part of the settlement of another investigation.

According to Google, the topics will address some of the concerns raised by privacy advocates about FLoC, preventing more covert tracking methods from being used. It aims to preserve user privacy by dividing its audience into larger groups.

Google said there were tens of thousands of potential cohorts under the previous plan, but that would cut the number of topics to less than a few thousand. The company said that users will be able to see which topics are related to them and delete them if they wish.

Google said that Topics will use human curators rather than allowing machine learning technology to create user groups, as was the case with the FLoC plan. According to Google, this will eliminate the possibility that groups could be based on sensitive characteristics such as sexual orientation or race.

“There have been several studies that have shown concerns about this,” Vinay Goel, who oversees the Privacy Sandbox initiative at Google, said in an interview. “We found no evidence that this was happening.”

Google Topics’ plan echoes changes made to its search product a few years ago. In 2019, the company made it possible for users to set their search history to be automatically cleared every three or 18 months. This has made it harder for advertisers to target people with personalized ads based on their web traffic. Google has also given users the option to turn off search history recording entirely.

Critics noted that privacy controls were ineffective because they were difficult for the average person to find, and by default, Google continues to keep a permanent record of people’s search history.

World Nation News Deskhttps://www.worldnationnews.com
World Nation News is a digital news portal website. Which provides important and latest breaking news updates to our audience in an effective and efficient ways, like world’s top stories, entertainment, sports, technology and much more news.
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