What Google's new tracking announcement means for your web browsing experience
"If digital advertising doesn't evolve to address the growing concerns people have about their privacy and how their personal identity is being used, we risk the future of the free and open web," Google's director of product management for ads privacy and trust David Temkin wrote in a blog post Wednesday. That's partly (regulatory pressure is also a significant factor) why the tech giant is promising it will scrap individual user tracking after it's finished phasing out third-party tracking cookies over the next year or so, Axios reports.
The advertising industry is mostly prepared for a future entirely without third-party cookies, but Axios notes that many ad tech companies are working to implement "work-around solutions" so advertisers can still target individuals through different technologies. However, Google says it is committed to avoiding that strategy.
Still, Google isn't completely abandoning targeted advertising. The goal, The Verge reports, is "to replace the more invasive methods of old with a new one of its own design, which it calls the Privacy Sandbox." Per The Wall Street Journal, this method involves analyzing web users' browsing habits, but groups them in with other users who have similar interests, creating "cohorts" for ad targeting. Temkin also notes Google will still use first-party data to target ads on its own publishing platforms, like YouTube. Read more at Axios, The Verge, and The Wall Street Journal.
Subscribe to The Week
Escape your echo chamber. Get the facts behind the news, plus analysis from multiple perspectives.
Sign up for The Week's Free Newsletters
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
From our morning news briefing to a weekly Good News Newsletter, get the best of The Week delivered directly to your inbox.
Create an account with the same email registered to your subscription to unlock access.
Sign up for Today's Best Articles in your inbox
A free daily email with the biggest news stories of the day – and the best features from TheWeek.com
Tim is a staff writer at The Week and has contributed to Bedford and Bowery and The New York Transatlantic. He is a graduate of Occidental College and NYU's journalism school. Tim enjoys writing about baseball, Europe, and extinct megafauna. He lives in New York City.
-
Unpasteurised milk and the American right
Under the radar Former darling of health-conscious liberal foodies is now a 'conservative culture war signal': a sign of mistrust in experts
By Harriet Marsden, The Week UK Published
-
Government shutdown looming? Blame the border
Talking Points Democrats and Republicans say funding for immigration enforcement is the budget battle's latest sticking point. That's about all they agree on.
By Rafi Schwartz, The Week US Published
-
'Conservatives have not limited their attack on reproductive rights to the US'
Instant Opinion Opinion, comment and editorials of the day
By Harold Maass, The Week US Published
-
Housing costs: the root of US economic malaise?
speed read Many voters are troubled by the housing affordability crisis
By Peter Weber, The Week US Published
-
Feds cap credit card late fees at $8
speed read The Consumer Financial Protection Bureau finalized a rule to save households an estimated $10 billion a year
By Peter Weber, The Week US Published
-
Immigration helped the US economy outpace peers
speed read The U.S. economy grew at an annualized rate of 3.2% last quarter
By Peter Weber, The Week US Published
-
4-day workweek gets boost from UK study
Speed Read Following a six-month trial, the majority of participating British companies are still using the truncated schedule
By Peter Weber, The Week US Published
-
US sues to block Kroger-Albertsons merger
Speed Read The Federal Trade Commission sued to block the $24.6 billion merger between the grocery giants
By Peter Weber, The Week US Published
-
Nvidia sees historic stock rise on AI chips success
Speed Read U.S. chipmaker Nvidia achieved the biggest one-day increase in value of any company in history
By Peter Weber, The Week US Published
-
New York may seize Trump's assets for $450M penalty
Speed Read The former president likely owes $600 million from two civil judgments in New York
By Peter Weber, The Week US Published
-
Capital One to buy Discover for $35B
Speed Read The deal, if cleared by regulators, would create the biggest credit card lender in the country
By Peter Weber, The Week US Published