An important comeye of Alphabet's revenue comes through its subsidiary, Google. Likewise, a significant portion of Google's revenue comes through search and ads.
To achieve this, the company uses cookies and third-party trackers to identify users' web activity in order to display personalized advertisements.
However, this seems to change as Google he said that will soon stop watching you on the Web.
An announcement by Google earlier this month says it will phase out support for third-party cookies. It's part of the company's effort to "take care" of online privacy. To this end, Google has confirmed that once cookies are stopped, it will not create new identifiers to track user activity on the web as well as in products her.
The company has stated that while other competitors will create alternatives such as PII graphs based on email addresses, it will not engage in the practice, as it will not meet its requirements for user privacy. Instead, it is considering shifting its focus to privacy APIs that will continue to deliver relevant results to advertisers without tracking individuals.
Google reports that:
Developments in aggregation, anonymization, device processing, and other privacy technologies offer a clear path to replacing individual IDs. In fact, our latest FLoC tests show a way to effectively remove third-party cookies from the advertising equation and instead hide people within a large number of people with common interests. Chrome plans to release FLoC-based technology for public testing later this month, and we expect to begin FLoC-based testing with Google Ads advertisers in the second quarter.
The company says it will continue to work to strengthen links between customers and brand names, but this should not burden users' privacy.
