Google is cutting its best cards to reassure the advertising industry.
And avoid the wrath of the intransigent British regulator, the Competition and Markets Authority (CMA).
Across the Channel, the American giant has been under investigation since the start of the year around its
“Privacy Sandbox” project
.
See also
Google Wish dereference of its search engine
With the abandonment of third-party cookies (small advertising tracers making it possible to observe the online journey of Internet users) by Google on its Chrome browser (used by two thirds of Internet users worldwide), which is due to take place in 2023, the
“Privacy Sandbox ”
is supposed to let advertisers collect information about users while being more respectful of their privacy.
This technology must allow the distribution of targeted advertisements.
All the data collected will be stored directly in the Chrome browser and advertisers will be able to access it.
Concretely, instead of studying the behavior of users
"person by person"
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