Google plans to stop selling ads based on individuals ‘ browsing across multiple websites , a change that could hasten upheaval in the digital advertising industry . The Alphabet Inc.
company said Wednesday that it plans next year to stop using or investing in tracking technologies that uniquely identify web users as they move from site to site across the internet .
The decision , coming from the world’s biggest digital advertising company , could help push the industry away from the use of such individualized tracking , which has come under increasing criticism from privacy advocates and faces scrutiny from regulators .
Google’s heft means the change could reshape the digital ad business , where many companies rely on tracking individuals to target their ads , measure the ads ‘ effectiveness and stop fraud .
Google accounted for 52 % of last year’s global digital ad spending of $ 292 billion , according to Jounce Media , a digital ad consultancy About 40 % of the money that flows from advertisers to publishers on the open internet – meaning digital advertising outside of closed systems such as Google Search , YouTube or Facebook – goes through Google’s ad buying tools , according to Jounce.
For years , online ad technology companies including Google have been able to tell retailers to personalise an ad to someone after having tracked that person’s searches the week before .
But without third – party cookies or technologies like them , tracking across multiple websites won’t work . In a company blog post , David Temkin , Google’s director of product management for ads privacy and trust , said : ‘ 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 .
Google’s Chrome browser is the world’s dominant web browser . Google accounted for 52 percent of global digital ad spending in 2020 with nearly $ 152 billion , according to digital – ad consulting group Jounce Media.
Since proposing these changes , Google says it’s now testing a way for businesses to target ads to clusters of consumers with similar interests .
It says this would protect privacy because it hides individual users in a crowd . As we’ve mentioned before , Google’s plans to stop tracking users browsing does have some exceptions .
Websites will still be able to track ‘ first – party ‘ data which comes directly from a customer’s activity on a specific site .
Advertisers on Google’s services will also be allowed to continue targeting ads to specific clients for whom they already have contact information .
WhatsApp us
Pingback: buy toxic cardarine online