When visiting any website, users often encounter the inquiry “Do you allow cookies?” Cookies, also known as HTTP cookies, are data sets stored on computers and smartphones by browsing software, serving as a fundamental pillar for online targeted advertising.
Despite increasing pressure from browser developers, many believe the future will be “cookie-less,” spurred by government regulations and growing user awareness about data protection.
Following Apple’s actions in this regard, Mozilla, the developer of the Firefox browser, has taken steps against third-party cookies. Similarly, Google also aims to eliminate third-party cookies from its Chrome web browser this year, according to a report by the German news agency.
The American company has already taken the first step earlier this year by announcing restrictions on 1% of Chrome users—randomly selected—from accessing third-party cookies by default starting January 4th last year.
In the second half of this year, third-party cookies will be entirely phased out, “provided that all potential concerns from the UK competition regulator are addressed.” As for cookie consent banners displayed when opening a website, they will remain in place.
Cookies are small files stored by the browser on the user’s device connected to the internet. Since these files often contain clear and unique user information, websites can recognize visitors again. For example, the browser can remember login credentials or the contents of a virtual shopping cart.
The function of cookies is to facilitate the process of targeted advertising, displaying ads tailored to the user’s interests. Debate surrounds what is known as “third-party cookies,” files not set by the visited websites but by content embedded in other websites. These cookies allow advertising companies to track user behaviors across multiple pages and create profiles for advertising purposes.
Linda Shanks, Google’s Partnerships Director, explained that user tracking through cookies from other companies is “extremely accurate across various other websites.”
These measures will be further limited in the future through privacy technology known as Privacy Sandbox, where advertising companies receive very limited information about user interests, preventing them from identifying or re-identifying users.
To achieve this, several applications have been developed in collaboration with other companies in the field. By the end of this year, other companies will no longer be able to track individual browsing behaviors across various websites. Instead, the websites visited by the user will categorize advertising topics into categories such as “sports,” “travel,” or “pets.”
The browser then records the most common topics for the user, stores them locally on the terminal device, and shares a maximum of three advertising topics over the past three weeks with advertising companies.
This method aims to display targeted ads to users without advertising companies identifying the specific websites visited. Users can recognize and make adjustments to the advertising topics assigned in Google Chrome browser settings if necessary.
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