{"id":197690,"date":"2021-03-09T13:02:07","date_gmt":"2021-03-09T10:02:07","guid":{"rendered":"https:\/\/en.buradabiliyorum.com\/google-plans-to-scrap-third-party-cookies-by-2022-heres-why-its-problematic\/"},"modified":"2021-03-09T13:02:07","modified_gmt":"2021-03-09T10:02:07","slug":"google-plans-to-scrap-third-party-cookies-by-2022-heres-why-its-problematic","status":"publish","type":"post","link":"https:\/\/buradabiliyorum.com\/en\/google-plans-to-scrap-third-party-cookies-by-2022-heres-why-its-problematic\/","title":{"rendered":"#Google plans to scrap third-party cookies by 2022 \u2014 here\u2019s why it\u2019s problematic"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_85 counter-hierarchy ez-toc-counter ez-toc-custom ez-toc-container-direction\">\n<p class=\"ez-toc-title\" style=\"cursor:inherit\">Table of Contents<\/p>\n<label for=\"ez-toc-cssicon-toggle-item-6a3004ddee290\" class=\"ez-toc-cssicon-toggle-label\"><span class=\"\"><span class=\"eztoc-hide\" style=\"display:none;\">Toggle<\/span><span class=\"ez-toc-icon-toggle-span\"><svg style=\"fill: #dd3333;color:#dd3333\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #dd3333;color:#dd3333\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/span><\/label><input type=\"checkbox\"  id=\"ez-toc-cssicon-toggle-item-6a3004ddee290\" checked aria-label=\"Toggle\" \/><nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/buradabiliyorum.com\/en\/google-plans-to-scrap-third-party-cookies-by-2022-heres-why-its-problematic\/#Cookies_to_cohorts\" >Cookies to cohorts<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/buradabiliyorum.com\/en\/google-plans-to-scrap-third-party-cookies-by-2022-heres-why-its-problematic\/#Towards_Facebooks_model\" >Towards Facebook\u2019s model<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/buradabiliyorum.com\/en\/google-plans-to-scrap-third-party-cookies-by-2022-heres-why-its-problematic\/#Googles_mixed_motivations\" >Google\u2019s mixed motivations<\/a><\/li><\/ul><\/nav><\/div>\n<p>&#8220;<strong>#Google plans to scrap third-party cookies by 2022 \u2014 here\u2019s why it\u2019s problematic<\/strong>&#8221;<\/p>\n<div>\n                            Google has announced plans to stop using tracking cookies on its Chrome browser by 2022, replacing them with a group profiling system in a move the company says will plot \u201c<a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/blog.google\/products\/ads-commerce\/a-more-privacy-first-web\/\">a course towards a more privacy-friendly web<\/a>.\u201d<\/p>\n<p>The change is significant. Chrome commands some <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.statista.com\/statistics\/544400\/market-share-of-internet-browsers-desktop\/\">two-thirds<\/a> of the web browser market. Third-party tracking cookies, meanwhile, underpin much of the targeted advertising industry. And, while Mozilla\u2019s <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/venturebeat.com\/2019\/06\/04\/firefox-enhanced-tracking-protection-blocks-third-party-cookies-by-default\/\">Firefox<\/a> and <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/download-scripts-themes-apps\/\" data-internallinksmanager029f6b8e52c=\"9\" title=\"Download Scripts &amp; Themes &amp; Apps\" target=\"_blank\" rel=\"noopener\">App<\/a>le\u2019s <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.zdnet.com\/article\/apple-blocks-third-party-cookies-in-safari\/\">Safari<\/a> have already stopped supporting third-party cookies, Google is the first firm to produce replacement advertising support.<\/p>\n<p>Rather than tracking and targeting you on an individual basis, Google\u2019s alternative groups you instead into a crowd of people with similar <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/general\/\" data-internallinksmanager029f6b8e52c=\"3\" title=\"General\" target=\"_blank\" rel=\"noopener\">general<\/a>ized interests. Google argues this grants users more privacy. This sits oddly with the reassurance to advertisers that the new technique is <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/blog.google\/products\/ads-commerce\/2021-01-privacy-sandbox\/\">at least 95% as effective<\/a> as individual targeting.<\/p>\n<p>But beneath the gloss of Google\u2019s press releases, the shift from tracking to profiling raises a number of new privacy and discrimination concerns. Ostensibly a move to boost individual privacy, Chrome\u2019s new system ultimately looks set to benefit Google, handing the company yet another advantage over its beleaguered AdTech competitors.<\/p>\n<figure class=\"align-center \">\n<figure class=\"post-image post-mediaBleed aligncenter\"><img loading=\"lazy\" decoding=\"async\" sizes=\"auto, (min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px\" alt=\"An eye reflects the Google logo\" width=\"600\" height=\"338\" class=\" lazy\" src=\"https:\/\/images.theconversation.com\/files\/388282\/original\/file-20210308-13-t9tkr9.jpg?ixlib=rb-1.1.0&amp;q=45&amp;auto=format&amp;w=754&amp;fit=clip\" data-lazy=\"true\" srcset=\"https:\/\/images.theconversation.com\/files\/388282\/original\/file-20210308-13-t9tkr9.jpg?ixlib=rb-1.1.0&amp;q=45&amp;auto=format&amp;w=600&amp;h=338&amp;fit=crop&amp;dpr=1 600w, https:\/\/images.theconversation.com\/files\/388282\/original\/file-20210308-13-t9tkr9.jpg?ixlib=rb-1.1.0&amp;q=30&amp;auto=format&amp;w=600&amp;h=338&amp;fit=crop&amp;dpr=2 1200w, https:\/\/images.theconversation.com\/files\/388282\/original\/file-20210308-13-t9tkr9.jpg?ixlib=rb-1.1.0&amp;q=15&amp;auto=format&amp;w=600&amp;h=338&amp;fit=crop&amp;dpr=3 1800w, https:\/\/images.theconversation.com\/files\/388282\/original\/file-20210308-13-t9tkr9.jpg?ixlib=rb-1.1.0&amp;q=45&amp;auto=format&amp;w=754&amp;h=424&amp;fit=crop&amp;dpr=1 754w, https:\/\/images.theconversation.com\/files\/388282\/original\/file-20210308-13-t9tkr9.jpg?ixlib=rb-1.1.0&amp;q=30&amp;auto=format&amp;w=754&amp;h=424&amp;fit=crop&amp;dpr=2 1508w, https:\/\/images.theconversation.com\/files\/388282\/original\/file-20210308-13-t9tkr9.jpg?ixlib=rb-1.1.0&amp;q=15&amp;auto=format&amp;w=754&amp;h=424&amp;fit=crop&amp;dpr=3 2262w\"\/><figcaption><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/thenextweb.com\/google\/2021\/03\/09\/google-scrap-third-party-cookies-why-problematic-syndication\/#\" data-url=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fthenextweb.com%2Fgoogle%2F2021%2F03%2F09%2Fgoogle-scrap-third-party-cookies-why-problematic-syndication%2F&amp;via=thenextweb&amp;related=thenextweb&amp;text=Check out this picture on: Google Chrome is the world\u2019s dominant web browser, just as Google Search is the world\u2019s leading search engine. Flystock\/Shutterstock\" data-title=\"Share Google Chrome is the world\u2019s dominant web browser, just as Google Search is the world\u2019s leading search engine. Flystock\/Shutterstock on Twitter\" data-width=\"685\" data-height=\"500\" class=\"post-image-share popitup\" title=\"Share Google Chrome is the world\u2019s dominant web browser, just as Google Search is the world\u2019s leading search engine. Flystock\/Shutterstock on Twitter\"><i class=\"icon icon--inline icon--twitter--dark\"\/><\/a>Google Chrome is the world\u2019s dominant web browser, just as Google Search is the world\u2019s leading search engine. <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.shutterstock.com\/image-photo\/new-york-usa-4-june-2017-1494178778\">Flystock\/Shutterstock<\/a><\/figcaption><\/figure>\n<\/p>\n<\/figure>\n<h2><span class=\"ez-toc-section\" id=\"Cookies_to_cohorts\"><\/span>Cookies to cohorts<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>The traditional web tracking and targeting method uses so-called <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/privacy.net\/stop-cookies-tracking\/\">cookies<\/a>: small files stored by web browsers such as Chrome. Their original purpose was to retain information \u2013 such as the items you\u2019ve added to online shopping carts, for example \u2013 between browsing sessions. This was seen as useful for consumers.<\/p>\n<p>Nowadays, cookies mostly serve advertising interests. On Chrome, third parties use cookies to track you across the web, amassing enough data on your browsing habits to target you with highly specific adverts.<\/p>\n<p>In recognition of how invasive this tracking has become, the <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/ico.org.uk\/for-organisations\/guide-to-pecr\/guidance-on-the-use-of-cookies-and-similar-technologies\/how-do-the-cookie-rules-relate-to-the-gdpr\/\">EU\u2019s data protection laws<\/a> class cookies as \u201conline identifiers,\u201d subject to regulations that require websites to gain your consent before issuing cookies to your browser.<\/p>\n<p>Google\u2019s new system for Chrome will abandon that. The browser will instead use your recent browsing history to generate your \u201ccohort identity.\u201d That\u2019s <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/blog.google\/products\/ads-commerce\/2021-01-privacy-sandbox\/\">currently achieved<\/a> by using a \u201c<a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/dl.acm.org\/doi\/abs\/10.1145\/509907.509965\">simhash<\/a>,\u201d which in simple terms generates \u201cmagic numbers\u201d to represent your interests before grouping you with those in possession of similar numbers.<\/p>\n<p>Hidden within a cohort of a few thousand individuals, you\u2019ll then have adverts targeted at your cohort, rather than you as an individual. This is presented as a <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/github.com\/WICG\/floc\/blob\/master\/security-and-privacy-self-review.md\">boost for privacy<\/a>, as it moves away from the individualized tracking and targeting that made third-party cookies particularly invasive.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Towards_Facebooks_model\"><\/span>Towards Facebook\u2019s model<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Conceptually, Google\u2019s proposed system isn\u2019t new \u2013 it is a form of profiling, which enables an advertising model that <a href=\"https:\/\/buradabiliyorum.com\/en\/category\/social-mediaa\/\" data-internallinksmanager029f6b8e52c=\"1\" title=\"Social Media\" target=\"_blank\" rel=\"noopener\">Facebook<\/a> has been using for some time. Targeting someone\u2019s cohort identity is just like creating a \u201c<a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.facebook.com\/business\/help\/164749007013531\">Lookalike Audience<\/a>\u201d based on one individual, which is a service Facebook currently offers advertisers.<\/p>\n<p>We should expect profiling to also create a number of different named cohorts, from which advertisers can create <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.facebook.com\/business\/help\/744354708981227\">Custom Audiences<\/a> with mixed interests \u2013 something that Facebook also offers.<\/p>\n<figure class=\"align-center \">\n<figure class=\"post-image post-mediaBleed aligncenter\"><img loading=\"lazy\" decoding=\"async\" sizes=\"auto, (min-width: 1466px) 754px, (max-width: 599px) 100vw, (min-width: 600px) 600px, 237px\" alt=\"A close-up of a screen offering Facebook adverts\" width=\"600\" height=\"401\" class=\" lazy\" src=\"https:\/\/images.theconversation.com\/files\/388267\/original\/file-20210308-21-xy8pap.jpg?ixlib=rb-1.1.0&amp;q=45&amp;auto=format&amp;w=754&amp;fit=clip\" data-lazy=\"true\" srcset=\"https:\/\/images.theconversation.com\/files\/388267\/original\/file-20210308-21-xy8pap.jpg?ixlib=rb-1.1.0&amp;q=45&amp;auto=format&amp;w=600&amp;h=401&amp;fit=crop&amp;dpr=1 600w, https:\/\/images.theconversation.com\/files\/388267\/original\/file-20210308-21-xy8pap.jpg?ixlib=rb-1.1.0&amp;q=30&amp;auto=format&amp;w=600&amp;h=401&amp;fit=crop&amp;dpr=2 1200w, https:\/\/images.theconversation.com\/files\/388267\/original\/file-20210308-21-xy8pap.jpg?ixlib=rb-1.1.0&amp;q=15&amp;auto=format&amp;w=600&amp;h=401&amp;fit=crop&amp;dpr=3 1800w, https:\/\/images.theconversation.com\/files\/388267\/original\/file-20210308-21-xy8pap.jpg?ixlib=rb-1.1.0&amp;q=45&amp;auto=format&amp;w=754&amp;h=503&amp;fit=crop&amp;dpr=1 754w, https:\/\/images.theconversation.com\/files\/388267\/original\/file-20210308-21-xy8pap.jpg?ixlib=rb-1.1.0&amp;q=30&amp;auto=format&amp;w=754&amp;h=503&amp;fit=crop&amp;dpr=2 1508w, https:\/\/images.theconversation.com\/files\/388267\/original\/file-20210308-21-xy8pap.jpg?ixlib=rb-1.1.0&amp;q=15&amp;auto=format&amp;w=754&amp;h=503&amp;fit=crop&amp;dpr=3 2262w\"\/><figcaption><a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/thenextweb.com\/google\/2021\/03\/09\/google-scrap-third-party-cookies-why-problematic-syndication\/#\" data-url=\"https:\/\/twitter.com\/intent\/tweet?url=https%3A%2F%2Fthenextweb.com%2Fgoogle%2F2021%2F03%2F09%2Fgoogle-scrap-third-party-cookies-why-problematic-syndication%2F&amp;via=thenextweb&amp;related=thenextweb&amp;text=Check out this picture on: Facebook has offered advertisers adverts based on profiling for many years. PixieMe\/Shutterstock\" data-title=\"Share Facebook has offered advertisers adverts based on profiling for many years. PixieMe\/Shutterstock on Twitter\" data-width=\"685\" data-height=\"500\" class=\"post-image-share popitup\" title=\"Share Facebook has offered advertisers adverts based on profiling for many years. PixieMe\/Shutterstock on Twitter\"><i class=\"icon icon--inline icon--twitter--dark\"\/><\/a>Facebook has offered advertisers adverts based on profiling for many years. <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.shutterstock.com\/image-photo\/new-york-usa-april-26-2018-1078357280\">PixieMe\/Shutterstock<\/a><\/figcaption><\/figure>\n<\/p>\n<\/figure>\n<p>This is where profiling becomes problematic. In 2016, it was revealed that <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.propublica.org\/article\/facebook-advertising-discrimination-housing-race-sex-national-origin\">Facebook allowed housing advertisers<\/a> to exclude users based on race. Even after Facebook made changes to its audience groupings, it was still possible for advertisers to discriminate based on <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.theguardian.com\/technology\/2018\/may\/16\/facebook-lets-advertisers-target-users-based-on-sensitive-interests\">sensitive interests<\/a> held predominantly by minorities.<\/p>\n<p>Profiling involves machine-learning algorithms and AI technologies which have repeatedly been shown to <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/time.com\/5593436\/ai-voice-assistants-gender-bias\/\">reinforce real-world bias<\/a>. As such, Google\u2019s decision to <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.nytimes.com\/2020\/12\/03\/technology\/google-researcher-timnit-gebru.html\">sack key members of its AI ethics team<\/a> just as Chrome is adopting a profiling advertising model appears particularly alarming.<\/p>\n<p>Aside from the known harms and risks of profiling, it\u2019s unclear how Google\u2019s new model enhances individual privacy. For the system to work, Chrome must freely volunteer your cohort identity to any website you visit, whereas a third-party cookie doesn\u2019t reveal that volume of data to all websites.<\/p>\n<p>The smaller cohorts get, meanwhile, the easier you\u2019ll be to spot within them. And you\u2019d expect Google to favor smaller cohorts, seeing as larger cohorts naturally reduce the accuracy of targeted advertising. Overall, the change will introduce <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.eff.org\/deeplinks\/2021\/03\/googles-floc-terrible-idea\">a number of new risks<\/a> for privacy and discrimination. So why else might Google have chosen to scrap third-party cookies on Chrome?<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Googles_mixed_motivations\"><\/span>Google\u2019s mixed motivations<span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>One reason is regulation. <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.consilium.europa.eu\/en\/press\/press-releases\/2021\/02\/10\/confidentiality-of-electronic-communications-council-agrees-its-position-on-eprivacy-rules\/\">The EU\u2019s new ePrivacy directive<\/a> may well move to abolish the traditional use of tracking cookies within the EU anyway, with far-reaching consequences for other jurisdictions. So Google may simply be jumping before being pushed.<\/p>\n<p>By restricting how <span style=\"background-color: rgba(46, 146, 255, 0.2);\">third-party<\/span>\u00a0advertising services can use Chrome, Google may be set to benefit by stifling competition, too. An interest group for online advertisers has already asked the UK\u2019s competition watchdog to account for the Chrome change as part of its existing <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/www.telegraph.co.uk\/technology\/2021\/03\/05\/google-faces-deepening-competition-probe-block-adverts-use-peoples\/\">probe into Google\u2019s advertising practices<\/a>. Google itself will retain ample tracking possibilities after the change, particularly when Chrome users are logged in to their Google accounts.<\/p>\n<p>Google is the biggest beneficiary of Chrome\u2019s move from cookies to cohorts. Framed as a privacy boon, Google\u2019s new system only mildly restricts its traditional targeted advertising reach, while adding Facebook\u2019s profiling-based mode of advertising to its repertoire.<\/p>\n<p>End users like you and I, meanwhile, are unlikely to notice any difference whatsoever. We\u2019ll still be watched and targeted based on our online activity \u2013 only now as part of a group, rather than an individual.<!-- Below is The Conversation's page counter tag. 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Read the <a rel=\"nofollow noopener\" target=\"_blank\" href=\"https:\/\/theconversation.com\/googles-scrapping-third-party-cookies-but-invasive-targeted-advertising-will-live-on-156530\">original article<\/a>.<\/em><\/p>\n<p class=\"post-article-read-next\">\n    <b>Read next:<\/b><\/p>\n<p>        Facebook is now testing Reels&#8230;because how else will it beat TikTok?    <\/p><\/div>\n<p><script async src=\"\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<blockquote><p><strong><span style=\"color: #ff6600;\">If you liked the article, do not forget to share it with your friends. Follow us on\u00a0<span style=\"color: #ff0000;\"><a style=\"color: #ff0000;\" href=\"https:\/\/news.google.com\/publications\/CAAqBwgKMLG0nwswvr63Aw\" target=\"_blank\" rel=\"nofollow noopener noreferrer\">Google News<\/a><\/span>\u00a0too, click on the star and choose us from your favorites.<\/span><\/strong><\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\">For forums sites go to <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/forum.buradabiliyorum.com\/\" target=\"_blank\" rel=\"noopener\">Forum.BuradaBiliyorum.Com<\/a><\/span><\/strong>\n<\/p><\/blockquote>\n<blockquote>\n<p style=\"text-align: center;\"><strong>If you want to read more like this article, you can visit our <span style=\"color: #ff9900;\"><a style=\"color: #ff9900;\" href=\"https:\/\/en.buradabiliyorum.com\/technology\/\" target=\"_blank\" rel=\"noopener\">Technology category.<\/a><\/span><\/strong><\/p>\n<\/blockquote>\n<p><span style=\"color: black;\"><a style=\"color: #ff9900;\" href=\"https:\/\/thenextweb.com\/google\/2021\/03\/09\/google-scrap-third-party-cookies-why-problematic-syndication\/\" target=\"_blank\" rel=\"noopener\">Source<\/a><\/span><\/p>\n","protected":false},"excerpt":{"rendered":"<p>&#8220;#Google plans to scrap third-party cookies by 2022 \u2014 here\u2019s why it\u2019s problematic&#8221; Google has announced plans to stop using tracking cookies on its Chrome browser by 2022, replacing them with a group profiling system in a move the company says will plot \u201ca course towards a more privacy-friendly web.\u201d The change is significant. 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