Google Could Soon Replace ‘Cookies’ As Tech Firm Receives Pressure From EU And Privacy Advocates

Google appears to be racing ahead of time with its plans of removing third-party cookies forever.

The initiative by Google’s Privacy Sandbox could well be into effect soon as the tech giant appears to be receiving pressure from both the European Union and privacy advocates.

Experts believe the effect could come into play sooner than expected as Google is now spending a large amount of time trying to figure out how its digital landscape could actually appear without those cookies in place.

At the start, the search engine giant unveiled its Federated Learning of Cohorts, moments before it introduced Google Topics as a breakthrough replacement. This is designed to macroscopically split the web into a number of different topics while dividing people into interest-based groups.

Now, however, Google says it is moving ahead with the decision to test both Google Topics and similar initiatives by Privacy Sandbox.

A recent report by The Register stated how the tech firm has even sent out messages to its developers where certain tests were outlined of Topics and FLEDGE APIs for as early as tomorrow in Chrome.

While Topics is designed to split up the internet into a number of different buckets, the latter aims to better target website advertisements or enhance remarketing strategies that are solely based on a user’s previous browsing history.

Recently, Google could be seen offering an extensive explanation about GitHub where it argued how these tools would actually assist in giving strong privacy guarantees and any time limits relating to group memberships.

This would also assist in providing better transparency relating to the creation and use of advertiser groups while striking a keen interest in worldwide controls relating to similar types of ad targets.

What many experts are worried about is Google’s initiative of delving deep into sharing of users’ sensitive information like their interests, likes, and behaviors with different advertisers while tracking so many over the internet.

“This is hostile behavior attacking users’ privacy and all the groups involved have no right in knowing such sensitive facts about anyone”- mentioned another opposing advocate.

Now the question is whether or not Google’s latest initiative at replacing all Cookies pulls through. However, after looking at the search giant’s revenue streams, one thing is for sure. They are heavily relying on tracking users across the internet and hence will need to race against time to create novel systems that allow them to do something similar without risking their privacy.

H/T: TR.

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