Google has confidently asserted that it is making healthy progress as far as its plans to redesign the overall Chrome user technology is concerned. This technology works towards ensuring better privacy for the users. Though it faces different kinds of challenges from officials and regulators, Google seems to be working diligently towards upgrading this technology and getting rid of the issues or the glitches plaguing it at the moment.
On Monday, Google put across an update about the work it is doing to drive away third-party cookies, which are used by the advertisers of a website or its partners to know about the browsing habits of a user, from the Chrome browser. Third-party cookies have been one of the primary reasons behind internet users feeling concerned about the safety or privacy of their data. A lot of companies have tried but haven’t really been able to find a long-term solution to keep them away.
Therefore, when Google made an announcement a year ago about finding a way to remove third-party cookies from its Chrome browser, it left the trade amused. When Google does manage to find a concrete solution against third-party cookies, it is bound to bring a huge shift in the browser community. Apart from affecting Google Chrome, it will also bring about a significant change in browsers like Microsoft’s Edge which has been based on Google’s Chromium technology. Browsers like Mozilla Firefox and Safari have driven away third-party cookies by default but Google is looking at a solution that would be permanent in nature.
In a recently published blog post, Chetna Bindra, group product manager for user trust and privacy at Google, stated that there is no reason to feel worried about the changes that are expected to be implemented soon. She stated that the revamp in technology will “help publishers and advertisers succeed while also protecting people’s privacy as they move across the web”.
Google has stated that it was putting out new data on the basis of a particular ‘proposed technology’ which would drive away ‘individual identifiers’. Instead of this, it would create distinctive groups of users.
The aforementioned technique helps in camouflaging individual users in the vast world of the internet and ensures that an individual’s browsing history remains private and secure. Results from the tests conducted so far reveal that this procedure could be a good replacement for third-party cookies and advertisers should be able to witness much better results than cookie-based advertising.