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Google has redesigned its intermediate technology which replaces advertising cookies, complaining that it did not do enough to protect users’ privacy and could increase its effectiveness in advertising.
This change comes two years after the search engine developed a way for publishers to look at online advertisements instead of cookies, small files that are placed on users’ pages to track their online activity.
The difficult The global success of online advertising has already begun to move, ready for the second half of 2023, about two years behind the system.
On Tuesday, Google acknowledged that a cookie substitute, called Floc, could not do enough to protect people online, and it did not make it easier for internet users to understand or improve the way their data was used. .
Vinay Goel, project manager for the project, told the Financial Times that Google had decided to remove Floc after “comments” from publishers and other employees.
He also pointed out that another method of targeting users’ preferences, known as Topics, could meet the concerns, without further delays. “I realize that some people may think that it takes a long time [but] we still believe for a while, ”he said.
Floc’s system also involves analyzing users’ movements on their devices, rather than sending notifications to Google servers. The company designed these tools to create “groups” of anonymous users with similar interests, and then advertisers to take action to match ads in groups.
The idea was criticized by opponents as a “black box” that would leave Google with more control over how online audiences are collected and sold to advertisers.
Proponents of her case have been working to make the actual transcript of this statement available online. They also warned that groups drawn from various online interests could lead to the formation of groups in groups that could lead to discrimination.
Google said the Heads would deal with the crisis by dividing people into easy-to-understand groups, for example, including someone who was in a “sports” team when they read about baseball.
More and more groups have also reduced the risk of anonymity, though Goel said Google will select groups after consulting with publishers and others.
Observing how Google uses its advertising power has intensified as Apple has made privacy a target for consumers, by attacking advertising companies and following as a consumer privacy policy. Apple claims that its advertising business respects users simply by using the device, rather than sending data to the cloud.
Finding legitimate cookies has allowed Google to cross the line between privacy and competition concerns.
A group of German publishers earlier this week he complained to the European Commission that the company’s plans could unfairly harm the publishers and favor its online advertising business. However, the UK’s Competition and Markets Authority he agreed Google system, really.
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