News

After Firefox, Google on the path to eliminate “cookies” to ensure user privacy

Have you noticed that message about “accepting cookies” you get every time you visit a site, requiring you to select the accept option before proceeding further?

Cookies are tiny pieces of code used by websites to attach to a visitor’s browser and stay as users visit different sites to identify the user behavior and see how potential ads would perform.

However, Google is shifting away from third-party cookies, which means that companies wouldn’t track you anymore.

Google is terming this as a move towards the “privacy-first web” to win back the users’ trust since the collection of cookies for privacy purposes is one of the major reasons users feel their privacy is being invaded.

A blog post from David Temkin, director of product management for ad privacy and trust, said that the search giant would “join others in the ad tech industry who plan to replace third-party cookies with alternative user-level identifiers.” He also affirmed that once the tracking method is phased out, Google will not replace it with a similar tracking mechanism. “Today, we’re making explicit that once third-party cookies are phased out, we will not build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products,” the Google post said.