People do not like to be tracked as they browse over the internet. Ads are annoying and our trust in those companies has been lost over the years. Some tech heads are beginning to decide to make changes and none are as important as the change google announced today.
In a post from Google when discussing a more-private internet where cookies track you less, Google confirmed that once third-party cookies are phased out, they will not create alternate identifiers to track individuals as they browse across the web or any other Google products. It's the end of an era, Google is going to stop individual tracking of your browsing sessions.
This change comes from user complaints and new regulations. Google said in a post today that it is joining other ad tech companies in moving away from the 3rd party cookies tracking your individual internet habits and then serving you ads from that data. They expire, Google and other companies will come up with other ways to properly serve your ads still, it just won't be as precise and personal.
Google will replace the tracking with other methods like Federated Learning of Cohorts (FLoC), which group you into people with similar interests, taking individual identifiers out of the equation. They'll start broader testing of FLoC next quarter at their Google Ads platform.
Google also plans to offer new user controls over privacy on the next Chrome version that will let you turn on or off targeted ads. Those controls will expand over time, but that'll be the first step.