A significant chunk of Alphabet's revenue comes through its subsidiary companys, Google. Likewise, a significant portion of Google's revenue comes through search and ads.
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 from Google earlier this month states that it willslowis gradually phasing out the support of 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 solutions such as PII graphs based on email addresses, 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:
Advances in aggregation, anonymization, on-device processing, and other privacy technologies 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. Chrome plans to make available technology FLoC-based testing 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.
