Google we will not build alternate identifiers to track individuals as they browse across the web once third-party cookies are phased out, nor will we use them in our products, the company said in a blog.
The company has, with reference to privacy issues, decided to phase out existing third-party cookies from its Chrome browser which has created heated discussions about alternatives if advertisers cannot continue to use third-party cookies for online advertising.
Privacy have criticized tech companies including Google for using cookies to gather web browsing records across websites to develop profiles on users’ interests to serve personalized ads.
Google has said it is testing alternatives ways to use targeted advertising by mapping anonymous groups with similar interests instead of the individual third-party cookies – FloC. Chrome intends to make FLoC-based cohorts available for public testing through origin trials with its next release in March. Google expects to begin testing FLoC-based cohorts with advertisers in Google Ads in the second quarter.
“Keeping the internet open and accessible for everyone requires all of us to do more to protect privacy — and that means an end to not only third-party cookies, but also any technology used for tracking individual people as they browse the web,” Google said in the blog post.