Google has made the statement that they will not be coming up with any sort of new tracking systems for the netizens once they phase the whole 3rd party cookie situation. The effect would be that the browser will not have any 3rd party ads running and 3rd party cookies so that users will not be bombarded with unwanted ads and Google will also have more ad space to use for themselves.
The plan Google has with this blocking of 3rd party cookies is to have a privacy sandbox that allows behavioural ad targeting without individualising it so it would be large clusters of people with common interests. They will be using a system called FLoC (Federated Learning of Cohorts).
This has taken the ad world by surprise as they were not expecting this kind of blockage from Google and are now looking at new avenues to make the revenue loss that this might bring. There is a fear that Google will increase its market power with this blocker move.
It was David Temkin who made the statement that “Today, we’re making explicit that once third-party cookies are phased out, we will not build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products, We don’t believe these solutions will meet rising consumer expectations for privacy, nor will they stand up to rapidly evolving regulatory restrictions, and therefore aren’t a sustainable long term investment.”
