Google is taking a path like Facebook, they are now emphasizing the privacy of users. The company announced that this means that we will regain more control over cookies and advertising. Various innovations are being introduced for the Chrome browser, which are primarily based on user feedback. Google wanted to create a solution that is not simply based on deleting all cookies, as this also has many disadvantages for the user.

Google is primarily targeting developers for this. With a new mechanism, these should make it clear which cookies work across multiple websites and therefore differ from the individual domain cookie. This makes it clearer and recognizable which cookies are used to track users.

“This change allows users to delete all such cookies without affecting individual domain cookies. This preserves user logins and preferences. In addition, browsers can provide clear information about which websites set these cookies, allowing users to make informed decisions about how their data is used.”

Chrome is also said to take action against “fingerprinting”. This is a method of bypassing the blocking of cookies to recognize a user’s browser by other characteristics. This method is almost impossible for the user to prevent, but the browser will do it for us in the future.

“Because these fingerprints are neither transparent nor under the user’s control, this leads to tracking that does not take user selection into account. Because of this, Chrome plans to restrict fingerprinting across the web more aggressively.”

Ad delivery should become more transparent

“As a first step, the ads that Google has served on our own websites and those of our publishing partners will disclose new information about an open-source browser extension that is cross-browser friendly. The new information includes the names of other companies that we know were involved in the process that led to an ad – such as ad tech companies that acted as intermediaries between the advertiser and the publisher, and companies whose ad trackers are present in an ad. The browser extension also shows the factors used to tailor an ad to a user that we serve today.”

So Google makes it much clearer why an ad reached you and how. In the background there will be further adjustments with new interfaces so that other advertising networks can also deliver this data to users.