Google Plans on Replacing User Tracking Cookies

We all know how Google uses data from our search history to provide us with relevant advertisements and suggestions. However, in the interest of the audience being uncomfortable about it, the company now plans to stop using user-tracking cookies.

Last month, Google revealed that there cookies have alternatives. These can provide relevant advertisements to users without hampering their privacy.

What are Cookies?

In browsing , they’re text files your browser stores when you visit any website. These files store your user history and behavior, which helps Google understand your tastes, preferences, likes, dislikes and current interests.

All the search suggestions you receive, the auto-filling of address bars and the personalized advertisements are nothing but a result of cookies.

What is the New Approach That Google is Working On?

The new method Google is currently working on will protect the privacy of individual users and add each of them to a “group”. So, relevant advertisements and suggestions won’t be there for individuals, but for user groups.

Here’s how this works:

With the help of a formula, individuals with a similar user behavior will fall under one group. However, the browser won’t know the identity of any individual in the group. So, Google will now be sending out the personalized ads and suggestions to groups, without knowing the individuals present in it.

While Mozilla Firefox and Safari browser have already stopped using cookies, it is now Google Chrome’s turn to do so. While it doesn’t step down on providing personalized ad services to individuals, it is ensuring to protect privacy of individuals browsing online.

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