LONDON (AP) – Google says it will not develop new ways for individual users to browse the Internet after removing existing ad tracking technology from Chrome browsers in a change that threatens to shake up the online advertising industry.
The digital giant is working on offers to remove Chrome’s so-called third-party cookies, which are code snippets used by site advertisers to record browsing history to show users customized ads.
Third-party cookies have long been a major tool for marketers to deliver targeted ads, but they have also been a source of privacy concerns, so Google has offered to bring together web users with similar interests to keep web stories secret on used devices.
Now, the company, which will continue to track users through search or services like Maps, has announced that it is taking another step towards refusing to use personalized backlinks for advertising sales.
“If digital advertising does not develop to address the growing concerns of people about their privacy, their use of their personal identities, we risk the future of a free, open source web,” said David Temkin, Google’s director of advertising privacy. .
Temkin said the company continues to question whether it will join other advertising technology companies that plan to replace third-party cookies with alternative user-level identifiers.
“Today we make it clear that once we stop third-party cookies, we will no longer create identifiers to track individuals as they browse the Internet, nor will we use them in our products,” he said.
Google plans to make changes to the so-called “privacy sandbox” by next year. However, Google’s proposals have been criticized by smaller players in the online advertising industry, as discussed by UK regulators over fears that it would add to the tech giant’s already dominant dominance in online advertising.
Chrome is the dominant web browser in the world, and many competing browsers like Microsoft Edge are based on Google’s Chromium technology.
Although the changes are intended to tighten privacy, Google will still be able to catch up with users of its own services, said James Ames Roswell, CEO of Open Web Marketing and CEO of media outlets LM, which lobbies for the changes.
“What they’re not saying is that ‘people are constantly accessing our products,’ ‘agreeing to go back when searching, Maps, Gmail or YouTube,’ said Roswell. “What they do not say is, ‘We will stop it.'”
Google’s changes may not have much of an impact on Facebook, the only other major player in the digital advertising business, but Rosewell said it would push a small package of online advertising companies competing for tech giants for the rest of the online advertising business.
If these small advertising companies come out, it could mean higher prices for online advertising, as Google is “the only game in town” for search advertising, Roswell said.