Google removes cookies completely
A significant portion of Alphabet's revenue comes from its subsidiary, Google. Likewise, a significant portion of Google revenue comes from search and advertising.
To achieve this, the company uses third-party cookies and trackers to track user activity on the web in order to display personalized ads.
However, this seems to change as Google he said that will soon stop watching you on the Web.
A Google announcement earlier this month said it would phase out third-party cookie support. It is part of the company's effort to "watch out" for online privacy. To that end, Google has confirmed that once cookies are discontinued, it will not create new IDs to track users' activity on the web and in its products.
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.