A few days ago we published the “Google: No more cookies... is DRM coming and the end of ad blockers?". We talked about Google's proposal "Web Environment Integrity Explainer", compiled by four of its engineers.
The proposal to create a new standard to strengthen trust and security in the digital landscape appears to be another attempt by the company to dominate the web.
Until now, I couldn't find any official message from Google itself about this specification. So it could just be the project of some engineers in the company that has no support from a higher level.
On the other hand, it seems that it is a project that has been going on for more than a year. The new specification is so toxic to the open web that Google should at least provide some explanation.
If you don't know what the company's "altruistic" proposal can cause, read "Google: No more cookies... is DRM coming and the end of ad blockers?".
And to take it further:
Any browser that chooses not to implement the company's solution will not be trusted, and any website that chooses to use this API could therefore turn off those using those browsers.
Google also has ways to add the API to all websites.
They can easily make all websites dependent on using these features and not being able to get websites approved by Google is already a death sentence for the page.
How can this happen;
It can simply force websites that use Google Ads to use this API as well, which makes sense since the first goal is to prevent fake ad clicks. This would quickly ensure that any browser that doesn't support the API is doomed.
And while we expect that EU law won't allow a few companies to have huge power over deciding which browsers are allowed and which aren't, there's no doubt that lawmakers will be under enormous pressure to be as fair as possible.
Unfortunately, the legislative and judicial mechanisms are slow.
However, Google is already building Web Environment Integrity into Chromium…