During the 2019 edition of the Chrome Dev Summit in San Francisco, Google unveiled its latest vision for the web, in which he mentioned several elements, including the development of Privacy Sandbox, a secure environment for content that protects the privacy of users.
In which basically Google plan to block a common way that advertising companies or services take advantage of to track users from the Internet in your Chrome browser. That is why in a maximum of two years it will modify the operation of the web, while the company tries to respond to the user's requests for greater privacy.
Google's plan is to prevent adware publishers and other organizations connect cookies from your browser to websites that do not operate. This is a move similar to the one Apple adopted in 2017 in its Safari browser.
“In August, we announced a new initiative (known as the Privacy Sandbox) to develop a set of open standards to fundamentally improve privacy on the web. Our goal for this open source initiative is to make the web more private and secure for users, while also supporting publishers. Today we would like to inform you about our plans and request your help to increase the privacy of web browsing.
For almost three decades, cookies placed by relatively unknown companies on almost every website they have fueled advertising on the Internet.
There are several types for example, session cookies that allow users to be recognized on a website so that all changes or all selections of articles or data that they carry out on one page are saved in memory from one page to another.
“After the initial dialogue with the web community, we are confident that with continuous iterations and feedback, privacy mechanisms and open standards such as the Privacy Sandbox can support a healthy and ad-supported web. »
The most common example of this functionality is the shopping cart option on any e-commerce site. When you visit a catalog page and select items, the session cookie remembers the selection so that the basket contains the items you selected when you are ready to checkout.
Although there are other slightly more advanced methods some have chosen to use cookies as a large window through which they can know which web pages a user is visiting. When this information is shared with advertisers, the data helps predict which ads the individual would find relevant.
However, in the last three years, data breaches and new privacy laws in Europe and California have led to major changes in Internet companies. Google has said that its new restriction will only take effect when alternatives Google deems more privacy-friendly are viable.
Once these approaches have met the needs of users, publishers, and advertisers, and we have developed the tools to mitigate the solutions, we plan to remove third-party cookie support in Chrome.
Any major transition to web technology requires significant investment on the part of website operators and it is unclear whether more limited user data would lower prices for online advertising.
Our intention is to do it in two years, but we cannot do it alone, and that is why we need the ecosystem to commit to these proposals. We plan to begin the first Proof of Origin later this year, starting with the conversion metric and continuing with personalization.
Although the two-year goal is new, Google's announcement has been expected in the industry for months Financial analysts expect minimal effect on their own advertising activities from Google, as it collects user data in many other ways.