Google plans to abandon third-party cookies in the Google Chrome browser next year - just like Apple's Safari browser and Mozilla's Firefox browser. To replace the cookie system, the company introduced a new product called Privacy Sandbox.
The Privacy Sandbox allows advertisers to collect some amount of data without compromising the integrity of user's data. Google has promised that it will not set separate rules for itself while imposing restrictions on data privacy for others. The company confirmed last week that it will not build any backdoors into the Privacy Sandbox for its own apps.
Jerry Deschler, the company's vice president of advertising, explained at a virtual marketing event that the company's apps will have no exceptions. We use these Privacy Sandbox APIs for our ads and products to scale just like everyone else, and we're not building any backdoors for ourselves.
Ad makers in the past have expressed concerns that this new product is forcing them to adapt to this standard due to Google's dominance of the digital ad industry. In addition, the search giant can design it in such a way that its applications can be ignorant of the benefit of data collection even if it doesn't use any backdoors.
The company is testing FLoC cookie replacement technology that is part of the Privacy Sandbox across the Google Chrome browser. A researcher from the Electronic Frontier Foundation described FLoC as a breach of user trust. In addition, the UK Competition and Markets Authority (CMA) has opened an investigation looking into the privacy implications of this new technology.
Accordingly, it will not be easy for Google to convince all interested parties when the technology is officially launched. And after third-party cookies stop working in the Google Chrome browser. The search giant said it allows itself to collect and use data on an individual level from apps it owns and operates. But it did not say whether the browser is considered a proprietary application and is running.
Google is under constant pressure to achieve better results. In order to drive this needed growth, you may have to reconsider areas of opportunity that were hitherto considered taboo. On the other hand, Deschler reiterated Google's position against identity technology used to track individuals for ad targeting and measurement. The third-party cookies and other proposed identifiers do not meet the growing expectations of consumers when it comes to privacy.
Nor will it stand in the way of rapidly evolving regulatory constraints. It is not reliable in the long term.