Cookies track users’ internet activity and permit digital publishers to focus on advertising.
Tech firms have faced pressure to extend privacy protections amid mounting data breaches.
But analysts say the move gives Google more control over the digital ad market where it’s already a serious player.
Alphabet – Google’s parent company – makes the bulk of its revenue from ad sales.
To make advertising more personal web browsers collect small bits of data that allow them to make a profile of the users likes and online habits.
What are cookies?
Cookies are a digital tool that tracks a person’s internet activity. the tiny piece of knowledge is stored by web browsers like Google’s Chrome and Apple’s Safari while users surf the web . They record information like what websites are visited, items that are added to a digital handcart or information that has been filled into digitals forms, like names and passwords.
Companies use this to seek out out about individuals’ activities on the web . Web publishers use them to work out what advertising to focus on to a specific person.
The new policy referred to as “privacy sandbox” will mean third-party ad sellers will got to undergo Google to urge information about internet users.
But critics say that’s a plus that creates the market less fair and safe.
“This presents a core problem from a contest perspective. it’s yet one more example of Google diminishing ad rivals’ access to data for the stated purpose of protecting users’ privacy,” said Dina Srinivasan, a lawyer focused on competition issues.
Apple took steps to limit third-party access to cookies and increase privacy in 2017 and made further moves last May. Its anti-tracking feature, intelligent tracking prevention, shortens the lifetime of cookies employed by Apple’s Safari browser .
Shares in digital advertisers were down following news about the new rules, which can limit their ability to focus on individuals.
Google said its new policy would be unrolled over two years. the corporate announced its plans to limit third-party access to cookies in August 2019, but advertisers had hoped to possess longer before it had been implemented.
In a statement Google’s director of Chrome engineering, Justin Schuh, said the corporate and advertisers got to build a “trustworthy and sustainable web together”.