You will watch – everything.
It was republished on February 8 with a new resolution in Google’s tracking cookie replacement and the consequences for Chrome’s 3 billion users.
Google has a tracking problem. Nowhere is it more acute than Chrome, the most popular browser in the world and the front-end in the company’s marketing engine. Last year, Google overturned its decision to kill the monitoring cookies following 3 billion Chrome users around the web. This was bad – but you are going to enjoy something worse.
While there is no agreed final date to monitor cookies, there is a possible next step. Google has been teasing a one -click solution to stop watching users. Think of this as equivalent to the transparency of Apple -developed applications, which gave Meta and others a serious bloody nose. But Google does not need to track cookies. He almost certainly knows who you are because you hold one of his accounts.
And so that cookies give way to a “please don’t watch” worldwide prompt, Google will have to convince the marketing industry that it has not gained a huge advantage at their own expense. But it’s not all bad news for the wider ecosystem. If monitoring cookies are controversial, it is nothing compared to the digital fingerprint and the industry is going to return this favored monitoring tool that has been banned for years.
The digital fingerprint combines multiple user data signals collected on the device, creating a profile that surpasses the websites to identify you and what you like and you are likely to buy. Even Google has hit this monitoring in the past, warning that it “overturns users and is wrong”. Somewhat amazing then, he is going to return. And this time it will go beyond the tissue to the smart devices you own. It watches you everywhere.
Google has two arguments for bringing back digital fingerprints and allowing it to be used on all devices and not only in web browsers. First is the “wider range of surfaces where ads are served”. This means televisions, gambling consoles and other smart devices inside and outside your home. Second, he says, are the technologies of private life enhancement (pets) that unlock “new ways for brands to manage and activate their data safely and safely” while “giving People the protection of privacy they are waiting for. ”
UK data regulator is strongly disagreeing. “Fingerprint imprinting includes collecting information about the software or material of a device, which, when combined, can uniquely detect a particular device and user,” he says, warning this “is not a fair means of monitoring users in the Internet because they are likely to reduce people’s choice and control over how their information is collected.
On the biscuit front, some new resolution just appeared courtesy Advertising Weekly podcast. “If you have lucky enough to go for hours, days or weeks without listening to the word cookie”, they suggest, “Time to restore your clock to zero because we have an update on you about Google Chrome’s plans to create consent to Its browser. It will be largely examined by regulators on its impact on industry.
You will watch
‘I think the creation of this [global prompt] It’s not easy because it’s not just an issue to ask for people, yes or no, because there are concerns about competition here. People need to be informed of the choice they make. The tongue cannot be biased or should not be biased. How do you express the shade and a prompt that someone is going to look for a second? And it’s not just a privacy thing. It’s a competition thing. So Google has to find a needle here, ” Advertising It was noted, adding that “it is a matter of production that satisfies competition regulators and privileges and industry and consumers and is not easy. The more I like to have fun how long it takes, I admit it.”
This change of digital imprinting policy is now only 10 days away. From February 16thThe rules are relaxed and the data monitoring industry can enjoy new freedoms as you lose your own. The regulator warns that “the fingerprint is based on signals that you cannot easily wipe. Thus, even if” you clarify all site data “, the organization using fingerprint techniques could immediately recognize you again. This is not Transparent and cannot be easily tested.
This is combined in many moving places for digital monitoring, so the UK regulatory authority has just issued a strategy for “Leave the game for online watching 2025. “It’s a sound and a commendable vision of what will happen next, but with the watching cookies and digital fingerprint still here, we wish them good luck.
“Electronic monitoring is part of everyday digital life,” ICO says. “It allows personalized advertising. It finances many free services and shapes our internet experiences. But when not responsible, damage can occur. For example, addicted to the game may target with a Boot -based Betting Bukes Easy way to prevent them, “adding that” the vision is clear: a fair and transparent online world where people give a substantial control over how it is online. use and make up -to -date options on how their information is used.
Fortunately for Google, those who are worried about watching have been detached from her controversial decision to disappear its self -esteem restrictions on AI’s surveillance. And so while Advertising It expects that “the CMA will get to approve the proposed mechanism and then there will be a feedback period, because CMA has this tendency to ask the industry to share feedback on forward and rear, rear and rear” A milestone monitoring of fingerprints on February 16 will probably come and go with little disruption.
But if you are interested in such things, you have warned. From this date, Google will be “less editorial with partners in the way they target and measure ads” throughout the “wider range of surfaces where ads are served (such as connected TVs and gambling consoles)”. Something we need to have in mind.
