As Google begins to phase out third-party monitoring cookies, today it is making it clear that it will not only substitute them with anything similarly intrusive, but still will not allow an exception in order to maintain the advertisement revenue Google earns. Once third-party cookies are deleted, Google makes it plain that it “will not create alternative identities to track individuals while they search around the web.”
Google notes that their web products would instead be driven by privacy-preserving APIs that shield users from being monitored, thus providing results for marketers and publishers. Privacy-preserving innovations, such as developments in aggregation, anonymization, on-device retrieval, and other associated advancements, include a straightforward road to substituting individual identifiers.
Third-party cookies have been disabled in Safari and Firefox for a while now, and Google plans to do the same in Chrome. Advertisers use cookies to monitor people's desires when they visit websites, allowing advertisers to better grasp your tastes. According to Google, the hyper-targeted advertisements are highly useful, causing an advertisement market where individual consumer data is distributed through "thousands of businesses,"
Google reports that people's loss of confidence in the internet and advertising is bringing the future of the network in danger. On the internet, advertisement is now the main manner in which certain businesses earn their profits (The Verge and Google included). So, the explanation Google needs to step away from third-party cookies and toward a “more privacy-first web” is because of that.
At the same period, legislative demands around the globe are rising as Google truly supports a privacy-first web. The organization agrees that although finding out that a variety of rivals would try to seek identity-centric solutions.
"We understand this implies other companies will provide user identities for site ad tracking in a way that we will not — including email address-based PII graphs," Google writes. “We do not think these technologies can satisfy the customer standards for privacy, nor can they withstand rapid regulatory adjustments, and as such, these investments are not sustainable over the long term."