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.
An announcement by Google earlier this month says it will phase out support for third-party cookies. It is a part of the company's effort to "notice" it on-line 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 and in its products.
The company has said that while other competitors will create alternatives such as PII graphs based on addresses Email, will not engage in the practice as it will not satisfy its user privacy requirements. Instead it is considering shifting its focus to privacy-preserving APIs that will still deliver relevant results to advertisers without tracking individuals individually.
Google reports that:
Developments in aggregation, anonymization, processing on devices and other technologies protectionprivacy policies offer a clear path to replacing individual identifiers. In fact, our latest tests of FLoC show a way to effectively remove third-party cookies from the advertising equation and instead hide individuals within a large crowd of people with common interests. THE Chrome plans to make FLoC-based technology available for public testing with next release 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.