Google changes course, keeps tracking 'cookies'

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Google said Monday it was abandoning long-debated plans to block tracking “cookies” on its Chrome browser, following years of resistance from online publishers and questions from regulators.

Cookies are snippets of code that allow third-party companies to track Chrome users' web movements, and the information collected can be used by third-party publishers and websites to sell their own ads.

They have long been condemned by activists as an invasion of privacy and are heavily regulated in the EU and other countries, with websites asking users for permission to install them.

Google announced its “Privacy Sandbox” project in January 2020 as a better approach to not tracking users individually, but its implementation has been delayed multiple times.

Online publishers, who have widely adopted cookies, argued that the project would give Google an advantage because it holds vast amounts of data on consumer behavior that is not available to other companies.

Rather than phase out third-party cookies, Google is “introducing new experiences in Chrome that give users the power to make informed choices across their web browsing,” Google vice president Anthony Chavez said in a blog post.

The proposal is conditional on approval from regulators including the UK and EU, who have launched investigations into the proposed new practices.

The search engine giant said it has no plans to abandon the “Privacy Sandbox” project and will continue to offer it to third-party websites.

If approved, “we will introduce a new experience in Chrome to help users make informed choices that apply across their web browsing and adjust those choices at any time,” Google added.

2024 AFP

Source: Google reverses course, continues to use tracking “cookies” (July 22, 2024) Retrieved July 22, 2024 from https://techxplore.com/news/2024-07-google-tracking-cookies.html

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