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Privacy: Google presents its alternative solutions to replace third-party cookies

2021-01-27T11:10:48.969Z


Planning to eliminate these ad trackers in 2022, the Mountain View firm is working on techniques to both guarantee user privacy and allow advertisers to deliver targeted advertising.


Scheduled for 2022, the announced disappearance of third-party cookies in its Chrome browser forces Google to offer alternative solutions to the world of online advertising.

These advertising trackers allow advertisers to obtain information on the profile of Internet users, their preferences, their history, whether or not they have clicked on an advertisement and where on the page.

They are generated automatically by the site visited and give rise to personalized advertising.

Their use is denounced by advocates of Internet privacy, but defended by the developers of free online services who survive on the advertising revenue they generate.

In order to satisfy both parties, Google launched its “

Privacy Sandbox

project in August 2019

.

The goal ?

Provide advertisers with useful information about Internet users, while respecting their privacy.

In a blog post published last Monday, the web giant presents its new techniques, which will be tested publicly in March, on the occasion of a new version of Google Chrome.

"

Cohorts

" to protect the anonymity of Internet users

Concretely, the idea of ​​“

Privacy Sandbox

” is to put an end to individual targeting (which works with third-party cookies) in order to make room for more generalized targeting.

Thanks to FLoC (Federated Learning of Cohorts) technology, people would be classified into groups of several thousand individuals with similar browsing histories and interests.

The main advantage is that these “

cohorts

” would be large enough for the targeted advertising to reach the Internet users in question, without revealing their identity.

These groups would be generated directly by the Chrome browser, with machine learning algorithms.

According to Google, this operation makes it possible to be almost as efficient as with third-party cookies: “

the results indicate that, on average, advertisers can expect to generate at least 95% of the conversions per dollar spent they would have obtained via cookie-based targeting.

"

Read also: Advertising cookies: the CNIL imposes a record fine on Google and sanctions Amazon

At the same time, Google wants to "

develop a technology to protect Internet users from opaque or hidden techniques which share data on individual users followed in a secret manner."

"To do this, Chrome recently launched its proposal called Gnatcatcher, capable of masking the IP address of a user to protect his identity,"

without disturbing the normal functioning of the website.

"

Changes that are causing concern to the authorities

If these announcements still require clarification from Google, the British competition authority has already announced an investigation into the deletion of third-party cookies.

She fears that the changes planned by Google will actually strengthen its dominance in online advertising.

Third-party cookies help businesses target their advertisements effectively and therefore fund free online content.

For Andrea Coscelli, Director General of the CMA (Competition and Markets Authority): “

The Privacy Sandbox project will potentially have a very significant impact on publishing companies such as newspaper titles, and on the online advertising market.

Google should thus clarify its intentions in the coming months.

Source: lefigaro

All news articles on 2021-01-27

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