Google Overhauls Chrome, The Future of the Internet Changes Totally
Photo: Getty Images/Alexander Hassenstein
- At the end of this year, Google will overhaul its Chrome browser service. The search engine giant will remove the third-party cookies feature.
This feature is usually used to record internet user activities. The aim is to provide data to advertisers so they can detect their targets correctly.
Google's goal in deleting third-party cookies is to maintain user privacy. This is said to change the experience of internet users and the digital advertising industry as a whole.
"Open websites are going to suffer with this policy," said Anthony Katsur, CEO of AIB Tech Lab, a digital advertising industry group.
"Large, medium sites and small publications will be affected," he said, quoted from Yahoo Finance, Monday (25/3/2024).
Many people have known that their experience of surfing the internet is based on algorithms that provide content according to their habits and interests.
For advertisers and businesses, the ability to provide users with content that interests them according to their habits is profitable.
With more specific and accurate targeting, advertisers can reach a more relevant audience.
However, with the disappearance of third-party cookies, advertisers and businesses are becoming 'blind' to their audiences. As a result, their ability to make money from advertising is decreasing.
The final impact is that it will be increasingly difficult for publishers to share content for free without directly asking for user data such as email and cellphone number.
Google Chrome, which controls 60% of global internet traffic, is the last browser service to allow third-party cookies. For years, Apple's Safari and Mozilla's Firefox have blocked third-party cookies by default.