Google presents its new system to put an end to advertising cookies

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The project is feared in the world of digital advertising. Tuesday, January 26, Google presented its future system to put an end to advertising cookies, these files making it possible to follow Internet users, record their browsing history and analyze their behavior, in order to send them targeted advertisements.

One more project “in concept stage”, according to Google, and which must now be discussed with web professionals. “The goal is to have these technologies deployed by the end of 2022”, so that Internet players “can begin their adoption in stride”, said the Californian company.

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Main points of interest

The new system – still under development – ​​provides that the user himself has control of his advertising profile through the Chrome browser. The latter would identify themes “representative of the main centers of interest” of the Internet user “for a given week, such as fitness or travel, based on browsing history”. These themes would be “remembered” on the device used – and not on Google’s servers – to enable the generation of any targeted advertising “for only three weeks, before they were deleted”, said Google.

Internet users would also have at their disposal “control parameters”, their “allowing them to see shared themes, delete those they don’t like, or even disable the feature entirely”.

The system in replace another, proposed in February 2021 by Google, called FLoC (for Federated Learning of Cohorts), in reference to the English term flock, meaning “herd” or “crowd”. The latter worked by “cohort targeting” : it was a question of avoiding targeting individuals, by rather constituting a group of individuals with similar characteristics (centers of interest, etc.). He was, however, less protective of privacy: according to New York Times, FLoC planned to create tens of thousands of potential cohorts, where the new system should be limited to less than a few thousand subjects.

Advertisers worried

Site publishers and players in the advertising market are, for their part, very concerned about Google’s desire to eliminate advertising cookies.

A group of German publishers, including the giant Axel Springer, which notably publishes image, has just seized the European Commission to complain about the initiative of the American Internet search giant, has reported on Monday Financial Times.

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The new model advocated by the American giant “will affect the advertising market and disrupt the digital press business model”, had already denounced, in March 2021, the European Magazine Media Association (EMMA) and the European Association of Newspaper Publishers (ENTA). He would allow ” at the end of the day “ at google “to further extend its own data monopoly”, added these associations, since it will not be “no longer possible for third parties to understand and process the data records in a meaningful way”.

In January 2021, the British competition police announced the opening of an investigation into the changes announced by Google regarding cookies. Google has offered commitments in response to this proceeding, which, if accepted by the UK Competition Authority (CMA), will have worldwide effect. These commitments provide in particular that “Google advertising products and sites do not receive preferential treatment or benefits” because of these new systems.

The American giant alone held 28.6% of the global digital advertising market in 2021, according to the firm eMarketer, just ahead of Facebook, with its 23.7% share of the cake. Apple, another major global market leader, had also cracked down on cookies, allowing its customers to block third-party apps from tracking them. A decision that had aroused the concern of Facebook and other major advertisers.

The World with AFP

The project is feared in the world of digital advertising. Tuesday, January 26, Google presented its future system to put an end to advertising cookies, these files making it possible to follow Internet users, record their browsing history and analyze their behavior, in order to send them targeted advertisements. One…

The project is feared in the world of digital advertising. Tuesday, January 26, Google presented its future system to put an end to advertising cookies, these files making it possible to follow Internet users, record their browsing history and analyze their behavior, in order to send them targeted advertisements. One…

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