Google announced on Tuesday that it is giving itself two years to eliminate website “cookies” from its browser, these small electronic identification modules that follow you on the Internet to better target advertising and denounced by activists for the protection of privacy .
The web giant said its “Privacy Sandbox” program launched in August would still allow advertisers to serve targeted messages, while preventing people from being tracked by these “cookies” when using the Google Chrome browser. The objective is to make “cookies” from third-party sites (which do not come from the browser used but from the site visited), “Obsolete” from here ” two years”Justin Schuh of Chrome Engineering said in a blog post.
Block “cookies” outright?
These small tracers, installed automatically when visiting a website, are used to identify an Internet user, to save his preferences but also to establish his profile and to know if he has seen or clicked on an advertisement. Their use is denounced by proponents of privacy, but defended by the 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 all, editor’s note) is to make the web more private and secure for users, while supporting publishers ”, assured Mr. Schuh.
Blocking “cookies” outright is not a good solution for the American giant, which fears that it will encourage even more insidious tracking methods. Google did not specify what it intended to replace these third-party “cookies” with, but said ” actively work ” 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.