Google is giving itself two years to eliminate "cookies", these small identification modules that follow you on the Internet to better target advertising, from its browser. This was announced by the company on Tuesday, as part of its "Privacy Sandbox" program.
Launched in August, this project aims to allow advertisers to broadcast targeted messages while preventing people from being tracked on Google Chrome. The goal is to make "third-party" cookies "obsolete" within two years, said Justin Schuh of Chrome Engineering in a blog post.
Protect Internet users while supporting developers
Cookies are installed automatically when you visit a website. They are used to identify a user, save their preferences, establish their profile and know if they have seen or clicked on an advertisement. They are widely criticized by privacy activists, but defended by developers of free online services, who survive on ad revenue.
"Our goal with this open source initiative is to make the web more private and secure for users, while supporting publishers," said Justin Schuh. Blocking cookies entirely is not a solution for Google, which fears the appearance of even more insidious tracking methods. The company specifies that it is "actively working" to offer new mechanisms for replacing cookies to developers.
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