Privacy issues are constantly raised by those who browse the web. Every day, as mere users, we are faced with small issues and targeted advertising is one of the most evident. If we search for something on Google, it is certain that it will rain the results of advertising related to that search. But sometimes we just need to speak loudly around our home, as it seems that we have someone listening to us and preparing an advertising package especially for our needs.
At least with the first part, Google wants to end and is preparing to take a big step in these privacy issues.
Google wants to stop selling search-based advertising
On its blog, Google said it has plans to stop selling ads that depend on its individual web browsing history. In addition, it also states that it will not create any tool to track specific user data in its products launched in the future.
In fact, this information comes shortly after the company announced that it was preparing to remove support for third-party cookies in Chrome.
This news could completely transform the way advertising is directed at us, keeping the company, supposedly, in a position to defend users' privacy.
According to David Temkin, Google's director of Product Management, Ads Privacy and Trust, people shouldn't have to share personal information with anyone to get the benefits of targeted advertising.
People shouldn't have to accept being tracked on the web to get the benefits of relevant advertising, and advertisers don't have to track consumers individually on the web to get the performance benefits of digital advertising.
What will be the idea?
One of the most valuable things that Google has in its hands is the data of its users' searches, monetizing this precious information in exchange for advertising. Therefore, this decision seems strange.
According to Temkin, for the future, Google wants to use APIs that guarantee privacy to users, such as the Federated Learning of Cohorts ”(FloC) API, to create relevant advertising. So, instead of targeting advertising to a person individually, they target groups with similar interests.
In the meantime, a Chrome testing team will be created by the end of the month to reach a group of advertisers in the second quarter of the year. In April, users should start to have access to new privacy controls.