Google’s announcement confirmed that they would not replace invasive third-party software with another third-party privacy. Its current third-party tracking cookies Google has been trying to ditch for some time now.
Google aims to domineer the advertisement marketplace while requiring a standardized status quo as a master in such a field. Although it is expected that Google’s lucrative advertising business might fold because of third-party privacy labels they are trying to scratch.
Google noted that after third-party software applications are expired from accessing their platform, the tech company does not intend to create “alternate identifiers to track individuals” while users surf the internet.
For contrast, Google shared their intent in a blog post — “Instead, our web products will be powered by privacy-preserving APIs which prevent individual tracking while still delivering results for advertisers and publishers. Advances in aggregation, anonymization, on-device processing, and other privacy-preserving technologies offer a clear path to replacing individual identifiers.”
Meanwhile, other tech companies such as Apple and Mozilla have led the way in restricting third-party privacy from accessing Safari and Mozilla Firefox, respectively. Although, Google intends to empower its web browser, Chrome, by restricting third-party tracking cookies.
According to Google, utilizing “hyper-targeted ads has bolstered the lucrative industry — user data spread across several websites by the speed of light. Google noted that the future of internet validity is at the brink of losing its value. Users are less interested in advertisers and the internet due to unethical ad practices.
For contrast, most tech companies reserved the advertising sector as a cash cow for generating twice their usual revenue. Google claims to adopt a privacy-first web policy whereby they have to cut-off third-party privacy data.
Nonetheless, Google noted that targeted ads will still be functional — the tech company is replacing the invasive method in which third-party track users with the new school method they developed and dubbed “Privacy Sandbox” under its trademark.
Google’s Privacy Sandbox is designed to keep its users hidden from a community with many people of similar interests. Still, while Sandbox is in action, its user-base gets filtered ads based on their interests.