Google presented on Tuesday the new system that it proposes to introduce on the Chrome browser to put an end to advertising "cookies", these tracers which make it possible to profile Internet users to send them targeted advertising. Google, following in the footsteps of Apple, announced several months ago its intention to eliminate "third-party cookies" by 2023 via its Chrome browser.
The initiative of the American giant arouses great concern in the world of targeted advertising and site publishers, who accuse Google of wanting to keep its treasure of data on Internet users for itself.
In the new system presented by Google, the principle would be that the user himself holds his advertising profile. This profile would be built according to his browsing on the Internet, and the Internet user would retain some control over him.
Chrome would identify topics "representative of users' top interests for a given week, such as 'fitness' or 'travel', based on browsing history," Google explained.
These themes would be "kept in memory for only three weeks before being deleted", in a process that would happen "entirely on the device used, without involving external servers, including Google servers".
Internet users would have “control settings” available to them “allowing them to see shared themes, delete those they do not like, or even completely deactivate the functionality”.
These proposals are currently "at the concept stage", and must now be discussed with web professionals, Google said.
"The objective is to ensure that these technologies are deployed by the end of 2022", so that Internet players "can start their adoption in stride".
Site publishers and players in the advertising market are very concerned about Google's desire to eliminate advertising cookies.
The new model advocated by the American giant "will affect the advertising market and disrupt the business model of the digital press", denounced in March 2021 the European Magazine Media Association (EMMA) and the European Association of Newspaper Publishers. (ENPA) in a joint press release.
It would "ultimately" allow Google "to further extend its own data monopoly", add these associations, since it will "no longer be possible for third parties to understand and process the data records in a meaningful way. “, they had estimated.