Google (GOOGL) to phase out the cookies, which is a key tool advertisers use to track the people around web, due to increasing user privacy, but also disturbing the marketers and publishers, who depends on the search giant’s ad products.
Alphabet Inc unit said in a blog post on Tuesday, “over the next two years Google Inc intends to stop supporting the third-party cookies in its Chrome browser.”
Cookies are basically, the little bits of code that stick in peoples’ browsers and follow them around the web, and are a core part of the online advertising landscape. Cookies also allow advertisers to target people with ads for websites, they previously visited, and make it easier to determine how effective certain ads were in getting internet surfers to buy something.
Apple Inc (AAPL)’s Safari and Mozilla Corp’s Firefox browsers already block the third-party cookies, but Google has argued in past those approaches are too heavy handed and risk cutting into vital revenue for internet publishers.
The Chrome engineering director Justin Schuh said in the blog post that blocking third-party cookies could have unintended consequences, that can negatively impact both users and the web ecosystem.
Google is seeking input from advertisers, publishers and Chrome users as it works to find ways to help support the advertising online while still preserving the privacy.
Justin Schuh said that users are demanding greater privacy including the transparency, choice and control over how their data is used, and the web ecosystem needs to evolve, in order to meet these increasing demands.
Google (GOOGL)’s major revenue comes from digital ads but Mozilla and Apple don’t derive that much money from advertising. Hence, it’s in the company’s interest to keep the advertisers spending more money on its websites and ad products. Google’s search empire was built on its ability to provide the targeted advertising.