Cookies: Google is preparing for the next | The echoes

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Posted on Jan. 14, 2020, 6:18 p.m.Updated on Jan 14, 2020 at 6:26 p.m.

Consume fewer cookies: this is the 2020 dietary resolution for tech. While
the CNIL presented

    its draft recommendation on the subject Tuesday, the same day, Google explained in
a blog post

    that he intended to expunge his home browser, Chrome, from “third-party cookies” (those deposited by domains other than that visited by the internet user and which are used in particular to provide targeted advertising). The Mountain View giant is following suit
Apple, which launched the movement with its Safari browser in 2017,

    and Firefox, which followed last June.

The flip-flop of Chrome is decisive for the world of digital advertising. The Google browser, launched in 2008, is now used for 60% of online visits – in France and around the world. This is three times more than its first competitor, Safari. The only consolation for cookie addicts, Google will take its time. “We plan to gradually reduce the handling of third-party cookies in Chrome. Our intention is to do so within two years “, explains Justin Schuh, the browser engineering manager.

Goat and cabbage

If Google is taking it in small steps, it is because it wants to reconcile the goat and the cabbage. In other words, provide Internet users with more respect for their privacy, as they claim, while allowing content publishers and targeted advertising specialists (of which he himself is the undisputed master) to continue their business.

Last August,
Google had announced

    conduct experiments on the subject. He already said that “Blocking cookies without an alternative to provide relevant advertising significantly reduces the primary source of funding for publishers, which jeopardizes the future of a flourishing web”. Without targeted advertising, site revenues would fall by half, explained Google, supporting research.

The group also said it wanted to avoid strategies to circumvent a blocking of cookies – worse remedies than the disease. Google thus denounced the practice of “fingerprinting”, consisting in identifying an Internet user by the technical characteristics of its browser (version, saved favorites, installed fonts, terminal used, etc.) in order to track it more efficiently and more insidiously than with cookies. .

In fact, Google is notably working on a “Privacy Sandbox” with international regulatory bodies which would allow personal data to be collected only from large groups of several thousand users. “After an initial dialogue with the web community, explains Justin Schuh, we are confident that open, privacy-protecting mechanisms like the Privacy Sandbox can support a healthy, ad-supported web in a way that will make third-party cookies obsolete. “

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