The Chinese literal translation of Cookies is “biscuits”, but in the online world presented by browsers, they are not ordinary “biscuits”. It is closely related to the hot topic “Internet privacy”. In response to such a “biscuit”, many Internet giants have taken action.
As early as the beginning of 2020, Google announced that it would end Chrome browser support for third-party cookies in early 2022, on the grounds that users have put forward higher requirements for privacy and data control rights. After discontinuing support for third-party cookies, Google plans to promote its “PrivacySandbox” technology.
Just a few days ago, on June 24th (Thursday) local time, Google stated that it would postpone its plan to eliminate third-party cookies in its Chrome browser for one year.
Google’s privacy engineering director Vinay Goel wrote in a blog that as part of the “Privacy Sandbox” (PrivacySandbox) plan, a new timetable for phasing out cookies and deploying alternative technologies in the Chrome browser is set, and the plan is expected to be in 2023. Completed at the end of the year.
Goel said that although the plan has made considerable progress, it is clear that more time is needed to complete the work.
Google has now established an extended timeline for these changes. The first phase is expected to begin at the end of 2022. During this period, publishers, advertisers and ad technology vendors can migrate their services to match the new cookieless technology. The next phase is the elimination of cookies, which is expected to begin in the middle of 2023 and be completed later that year.
Cookies are not ordinary “cookies”
In recent years, “protecting privacy” has become one of the hot keywords of the global Internet. In view of the maturity of big data technology and AI intelligence, personal information has become more “transparent”. Although it has promoted the blowout development of Internet marketing, it has also brought many hidden worries. Personal private information is sold in batches, and network security “no longer exists”…
About a year ago, Google announced that it would disable Cookies in Chrome to strengthen user privacy protection. So the question is, what exactly are cookies? Let’s start from the beginning:
The browser and the WEB server use the HTTP protocol for communication, and the HTTP protocol itself is stateless, that is, the server cannot determine the identity of the browser. Regardless of whether the browser has been accessed, the server will be treated as the first time. At this time, you need a piece of information that can save the access status to tell the server that I have visited you, and this information can be saved using cookies.
A cookie is actually a short piece of text information. The browser initiates a request to the server, and if the server needs to record the status, the server will issue a cookie to the browser. The browser will save the cookie. When the browser requests the server again, the browser submits the requested URL together with the cookie to the server, and the server checks the cookie to identify the status of the browser.
There are many things that cookies can do. It can be used to save the status and user information of the user using the browser to visit the website, and it can also tell the online advertisers the number of times that the advertisement has been clicked, so as to place advertisements more accurately. It can also help the website count user habits to achieve various Kind of personalized service and so on.
Benefit of the doubt, cookies make people’s lives more convenient network, so it has been widely used, but it also has some of the endless beauty of the place, the defect is likely to be “off” do bad things, such as storing user with Cookie Your personal data information or account password, so it is easy to leak.
The purpose of third-party cookies is to track the user’s browsing history and push relevant advertisements to the user based on the collected browsing habits of the user. Some users will not “pay” for it, because many people think it is an invasion of their privacy and a threat to their digital security.
Google beset on all sides
As the world’s largest data advertising platform, browser market leader, and mobile phone operating system overlord, Google has nine major products, each with more than 1 billion users, and is a veritable global Internet “oligarch”.
Nine products, each with more than 1 billion users! You can imagine its “Data Universe” will be how big search sets can force how strong! However, as one of the largest companies in the world, Google has become the subject of investigation by relevant departments around the world.
It was reported on June 22 that the EU will review Google’s user tracking policy in accordance with the EU’s General Data Protection Regulation (GDPR). At the same time, Google’s plan to phase out third-party cookies is also facing a series of regulatory reviews and complaints from privacy advocates, who believe that this move is not deep enough to protect user data.
A few days ago, the European Commission’s new round of investigations on Google involved whether Google violated EU competition rules and favored itself in “online advertising technology services” and harmed competing advertising technology service providers, advertisers and online publishers.
Google has found itself in a dilemma. The more Google accelerates the elimination of third-party cookies, the more it will harm other advertisers and increase its “monopoly” status; on the contrary, if Google does not eliminate third-party tracking services, it may be criticized and criticized for failing to protect user privacy. survey.
Postponing the elimination seems to be Google’s helpless move, and it also provides various possibilities for its follow-up actions.
What is the intention behind Google?
Google’s postponement of the complete cessation of third-party cookie services until the end of 2023 seems to have slowed down the crackdown on Internet advertisers, giving advertising agencies a respite, and indeed reserved nearly two years for all parties’ “back-hands” time. Either looking for alternative solutions or in-depth cooperation with Google. These two years have been enough time for the Internet to undergo earth-shaking changes, and it also gives Google an “excuse” for its follow-up behavior.
After combing through the relevant information released by Google, it is not difficult to find that Google is not “self-defeating” and wants to take the responsibility of protecting privacy perfectly. Instead, it takes the initiative to change the track so that it has a more advantageous dual identity-referee. Players and athletes.
In 2020, Google proposed FLoC (Federated Learning of Cohorts) technology to identify some people with similar behaviors. This technology will become the technical basis for advertising targeting, while advertisers can still locate their consumer database through first-party data in Google’s products.
It is understood that Google FLoC does not track the behavior of individual users like Cookies, but divides users with similar behaviors into cohorts. By observing online behaviors, labeling user groups one by one, and then displaying the labels to the online advertising system, the advertising system will still push more accurate advertisements based on these labels.
Google believes that abandoning third-party cookies does not mean to combat the digital advertising industry, but to promote the development of the industry in a way that is more conducive to privacy and security. The Internet advertising giant claims that an effect test on the new FloC technology shows that advertisers can see at least a 95% conversion rate for every dollar spent compared to the advertising effect of third-party cookies.
In fact, the data acquisition process of Google FLoC and third-party Cookies does not seem to have fundamentally changed. In fact, the data authority is centralized from “multiple to one”, making Google’s right to speak more difficult to shake.
In this way, the Internet personalized advertising will not disappear, and the individual’s online experience will not be significantly improved.
Replace “individual ID” with “crowd ID”, and replace third-party cookies with first-party data. Is Google’s operation to protect privacy? The answer speaks for itself. This kind of fan behavior by Google seems to be to prepare for the return of funds and data to “own pockets.”
When cookies are turned off, third-party data is bound to gradually dry up, there will be vacant gaps, and even a vacuum zone will appear, and the value of first-party data will be magnified and enhanced. It is difficult for third-party technology companies that are in a weak position to compete with technology giants like Google. As a result, Google will not be far from becoming a “integrator” in the Internet field, and its “monopoly” position may be more stable.
Whether Google FLoC can successfully replace Cookies remains to be verified. But for the moment, Google’s small abacus has been “siege.” Almost all browsers and search engines, such as Microsoft Edge, Firefox, DuckDuckGo, etc., all stand up and clearly oppose it.
According to Sina Finance citing “CSDNnews” news, the Vivaldi browser said on Google’s move that no matter how it will be implemented, it will not support the FLoC API and plans to disable it. Because it cannot protect privacy, and Google puts its own economic interests above user privacy.
Google wants to win more, but it touches the cake of many people. In this way, the entanglement between Google and this “biscuit” will not end in a short time, and there will be another wave.
Posted by:CoinYuppie，Reprinted with attribution to:https://coinyuppie.com/why-is-google-entangled-with-a-biscuit/
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