Google will stop selling ads based on the individual browsing history tracked

Google won’t track you when you visit different websites after you let third-party cookies expire, according to the company.

Stephen Shankland / CNET

Google announced on Wednesday that it would Stop selling ads Based on a person’s individual web browsing, a move that could shake the digital advertising industry if consumers demand more privacy on the internet.

Last year the search giant said it will be Let third party cookies expire, small pieces of code that advertisers can use to track user history on the web. After these were removed from Google’s Chrome browser over the next year, the company made it clear that it will not use or invest in alternative tracking technologies that can identify people on an individual basis.

“Unless digital advertising evolves to address growing concerns about people’s privacy and the use of personal identities, we are risking the future of the free and open web,” said David Temkin, a privacy-focused Google product manager. said in a blog entry. “People shouldn’t have to accept being followed on the internet to take advantage of relevant advertising.”

The announcement comes as Google’s search and targeted advertising business is increasingly being attacked by lawmakers as well as state and federal attorneys. The tech giant is facing three major antitrust lawsuits, including a landmark case from the US Department of Justice and another complaint from a non-partisan coalition of states.

Wednesday’s announcement is part of the search giant’s push towards a “Privacy sandbox, “Allows publishers to serve ads based on users’ interests without violating their privacy. The company has touted breakthroughs in AI like”federated learning“This is because Google’s systems are getting smarter by using raw data on users’ devices instead of transferring it to the cloud so that Google can’t see the information but learn from it.”

Google’s statement not to use alternative tracking technologies is sure to annoy others in the ad tech industry who want to replace third-party cookies with other software that can accurately track people, such as a method that uses the E-mail addresses of people are used.

“We don’t believe these solutions will meet increasing consumer expectations for privacy, nor will they withstand rapidly evolving regulatory constraints, so they are not a sustainable long-term investment,” said Temkin.

However, the update from Google is subject to restrictions. The changes do not apply to “first party” data that companies collect directly from consumers. This includes Google’s own products like Gmail, YouTube and Chrome. Also, the changes only apply to websites, not cell phones, which consumers increasingly spend their time on.

In recent years, the tech industry has been forced to turn to privacy as consumers and lawmakers have raised concerns about the misuse of user data. Apple has needed app developers since December iOS To make the platform available “Nutrition labels“This information indicates what personal information your apps collect, such as financial information, contacts, and browsing history. However, Google has not provided labels for most of its apps.

Another change from Apple, rolling out in the coming months, requires developers to ask users for permission to collect data and track it across apps and websites. The change was annoying Facebook, start a war of words between CEO Mark Zuckerberg and Apple CEO Tim cook. Google is meanwhile According to reports Consider a less “strict” approach to giving users options for app tracking in their Android operating system.

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