Google announces that it will abandon the most handy tool for selecting custom ads, Chrome’s browsing history.
“If digital advertising is not evolving to address people’s growing concerns about their privacy and how their personal identities are used, then we are jeopardizing the future of free and open internet,” wrote Google Product Manager David Temkin. in a blog post.
According to a study by the Pew Research Center, 72% of Internet users believe that almost everything they do online is followed by advertisers, technology companies or other companies and 81% say that the potential risks they face due to data collection outweighs the benefits. Google is trying to address this issue through concrete action, announcing last year preparations to remove support for third-party cookies from the Chrome browser. But for many, the web browser raises the biggest suspicions, Google having as a Chrome developer direct access to user data.
According to Google, new methods of aggregation, anonymization, device processing, and other privacy technologies provide a solution for replacing individual identifiers, such as those provided by cookies or browsing history. Specifically, the new strategy focuses less on people with a unique identity and more on large crowds of people with common interests, with the idea of continuing to deliver relevant advertising without sacrificing the experience of private and safe browsing.