Google delays removal of cookies containing personal information


 

Google, the world's largest search engine company, has delayed the removal of 'cookies' that contain personal Internet surfing records. The Wall Street Journal (WSJ) reported on the 24th (local time) that Google has decided to delay the cessation of cookie collection through the web browser Chrome to the end of 2023.


Google originally planned to end cookie collection early next year. Cookies are small temporary files that are automatically stored on the computer of an Internet user who visits a website.


Cookies containing information such as login IDs, passwords, and shopping cart contents were used for personalized online advertisements, but have been criticized for invasion of privacy.


Google explained that the reason for delaying the retirement of cookies was due to the online advertising ecosystem. The goal is to give online advertisers the time they need to adapt to the new environment after cookies are removed. Online advertisers have expressed doubts that the ban on cookies will only benefit Google.


Even if Google does not collect cookies, it can obtain user information through its dominant Internet search engine, but other advertising companies have no alternative. In fact, European antitrust agencies are paying attention to whether Google's ban on cookies, which is being pursued to stop the invasion of privacy, will only adversely affect competitors.


For this reason, Google has promised to notify the UK Competition and Markets Authority (CMA) at least 60 days in advance if it removes cookies. According to the WSJ, online advertising companies are now concentrating on finding alternatives to collect information from Internet users after removing cookies.

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