Google has assured that it will not create additional tracking procedures for its Chrome browser’s FLoC, privacy sandbox for ads directing

Many advertisers use third-party cookies widely on the web browser to track their users in order to send those personalized ads to people that a lot of the time irks the privacy-savvy users. Therefore, Google has been in a war for many years to remove these third-party cookies because the privacy of users is more important. The company announced a substitute way in August 2019, but it began the experiment in the first quarter of the year 2021 in the form of FLoC (that track the searching activities of users in cohorts in order to send them ads, based on their interests) and Privacy sandbox to track users without violating their privacy concerns that many users have. The company had to face some litigation from the US Department of Justice due to the reason of some flaws in the structure that the company can violate the rules for the purpose of its own advertisement that will give the extra benefit to the company over other marketers.

The Vice president and General Manager of the company for advertisement named Jerry Dischler has assured during the digital advertisement event that occurred a few days ago, that the search giant will not create an additional technique for itself in the Chrome browser. The company further clarified its plans that the company will use the privacy sandbox APIs for sending their own advertisement and will work according to the same rules that all other marketing competitors are using that will not give unfair benefits to the company and that will create a perfect competition in the market.

However, some officials that are working for consumers’ right have many issues with the idea behind FLoC due to the reason of breaking the privacy rules in cohorts and that is not working as a shield in protecting the privacy of users across the world. Many other advertisers and marketers have not clearly said that they are leaving the cross-site tracking for the purpose of advertisement and other rival search browsers in the market that are blocking tracking have not clarified that they will use FLoC technology. A Vivaldi browser has stated that this technology does not maintain the privacy of users and hence, it is not useful in the favor of many users. Word press has also made an announcement that it may switch off the FLoC due to the reason that it is bad for people on web browsers.

The problem with FLoC and privacy sandbox is not that the company will use the additional tracking techniques that will violate the rules; rather the problem is with the equating that the company is having.

Read next: Google FLoC is now making its way in the early version of Google Chrome
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