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bA 70 Google Chrome ensures that it will not create alternative identifiers to third-party 'cookies' to track users - The Times Hub

Google Chrome ensures that it will not create alternative identifiers to third-party 'cookies' to track users

Google Chrome ensures that it will not create alternative identifiers to third-party 'cookies' to track users

File image of a user using EVA HAMBACH / AFP In search of a mobile that does not track us

Google has announced that it will not build or use alternative tools to track the traffic of web users once it begins to phase out cookies from third parties from your Chrome browser next year. These digital cookies are files installed on devices by external providers that serve to improve navigability, but also to analyze users' online browsing and collect the information necessary to personalize the advertising they show them.

The technology company announced the year past your intention to remove support for these tools. A large part of the sector has been criticizing technology companies, including Google, for years for using cookies to collect browsing logs on websites that are not owned by them, which allows them to create profiles on the interests of users to offer personalized ads and trade with them. The decision will greatly change the advertising market . Currently, third-party companies are able to access a browsing history of users who have not even visited their pages.

Google maintains that 72% of users are convinced that almost everything they do on the network is being tracked by advertisers and technology or other companies, and that 81% think that the possible risks posed for them by capturing their data outweigh the benefits. Therefore, users, tired of seeing unwanted ads while browsing, choose to install blockers, which reduces the efficiency of programmatic algorithms.

Through a publication on its official blog, Google has ensured that "advances in aggregation, anonymization, on-device processing and other technologies suitable for preserving privacy indicate a clear path to replace individual identifiers." According to the company, its digital products will be powered by APIs that preserve privacy by preventing individual tracking, "while offering profitability to advertisers and publishers."

One of the tools Google works on is federated cohort learning , or FLoC, which hides users among large crowds of people with common interests. These cohorts will be interest groups where users will be located. This technology, however, also carries its risks. One, recognized by Google, is that the machine learning algorithm could inadvertently build cohorts that reveal sensitive categories such as race, sexuality or personal difficulties.

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