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Google will not allow third-party cookies to track the browsing activities of users

Ankita Chakravarti     March 4, 2021

Google has said that it will phase out the third-party cookies but once that it is done, it would not replace the cookies with any other tracking tech. The search giant mentioned in the blog that it will not build alternate identifiers to track individuals when they browse the web nor will they be used in any of the Google products. So far Mozilla Firefox and Apple Safari have already made their plans to phase-out third-party cookies official.

In simple terms, this means that Google will now stop selling web ads to users based on their browsing history. The Chrome browser will prohibit the cookies from collecting that information. However, the change is only applicable on the web version of Chrome, Google will continue tracking users on the mobile version of the Chrome browser.

The companies that use third-party cookies to track the activities of users on the web will have to find new ways or new trackers to do that. The cookies build a profile of a user on the internet based on his searches, the products he has viewed, and then sell ads based on the information that is collected from the browser.

"Chrome announced its intent to remove support for third-party cookies, and why we've been working with the broader industry on the Privacy Sandbox to build innovations that protect anonymity while still delivering results for advertisers and publishers. Even so, we continue to get questions about whether Google will join others in the ad tech industry who plan to replace third-party cookies with alternative user-level identifiers. Today, we're making explicit that once third-party cookies are phased out, we will not build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products," David Temkin, Director of Product Management, Ads Privacy and Trust said in a blog post.

Temkin said in the blog that Google will continue to support first-party relationships on their ad platforms for partners, in which the sellers will have direct connections with their own customers. "We remain committed to preserving a vibrant and open ecosystem where people can access a broad range of ad-supported content with confidence that their privacy and choices are respected. We look forward to working with others in the industry on the path forward," he said.

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