Has Google found the solution to replace cookies while respecting privacy?

After the recent announcement of WhatsApp and the escape of users from the famous instant messaging platform due to new privacy regulations, the tech giant Google is looking for a solution to replace cookies while respecting privacy.

 But what are we talking about when we talk about cookies?

Cookies are small pieces of code that keep track of the habits of users browsing the web. Each time each of us accesses a website, in fact, we download cookies from that site.

Currently, cookies represent the only and widespread means for tracking the activity of each user on the internet and for the consequent targeting of banners on the internet.

 But Google is working on an alternative to cookies, grouping users by interests, thus eliminating the problem of individual tracking.

Economically speaking, in an initial test phase, it seems that this new tracking method has guaranteed results equal to about 95% of what was obtained by classic cookies.

In this way, it would be possible to equally provide personalized advertisements to the customer, while respecting his privacy and limiting the disclosure of personal information regarding internet browsing to the areas of greatest interest.

Currently, cookies provide a unique ID when loading banners, i.e. different for each user. A database provides frequent navigation information relating to that ID and, consequently, the most relevant banner is loaded based on the information received from the database.

The new system would instead be based on a grouping of users, i.e. the system would assign each user a sort of group ID and no longer a unique one; this ID would be assigned on the basis of common interests and no longer individual ones, thus providing information slightly less precise, but more generic, which would make it virtually impossible to track the individual user.

 The technology implemented by Google takes the name of Federated Learning of Cohorts (FLoC) and would therefore completely replace the use of cookies which, by now, are causing many problems to advertising companies and private citizens, due to restrictions on current privacy regulations.

“For Google’s ad teams, Privacy Sandbox technologies represent the future of how our ads and measurement products work on the web. We encourage others to join us in shaping this new approach that will create better consumer experiences, providing long lasting solutions for the advertising industry” the company said.

The technology could initially be offered to the public as early as March, but only for test purposes, only to be approved and finalized over the following months. Being a tool that all websites would use over time, it will probably take years for cookies to be permanently supplanted.

What do you think about it?


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