Read more about Won’t adopt new tracking tech after phasing out third-party cookies: Google on Business Standard. Third-party cookies have been a longstanding source of privacy concerns, so Google proposes instead grouping together web users with similar interests and keeping web histories private on user devices
on Wednesday said it will not build « alternate identifiers » to track individuals as they browse across the web nor will use them in its products once third-party cookies are phased out, as the tech giant progresses towards a more « privacy-first web ». In January last year, had announced that it will phase out use of third-party cookies – typically used to track users on the web – in Chrome within two years. In a blogpost, highlighted that there has been a proliferation of individual user data across thousands of companies, typically gathered through third-party cookies, and that this has led to an « erosion of trust ». It cited data from Pew Research Centre that said a large majority of people feel that almost all of what they do online is being tracked by advertisers, technology firms or other companies, and many say the potential risks they face because of data collection outweigh the benefits.
