After apple and the firefox developer mozilla took action against so-called cookies from data collectors, google also wants to remove them from its chrome web browser in the next two years.
Chrome dominates the market of programs for navigating the web with a share of more than 60 percent. This may have sealed the end of this kind of data collection.
Cookies are small files that, for example, a website can store in the browser in order to recognize a user the next time he or she visits the site. But they can also be used to follow a person from website to website.
Cookies from so-called third-party providers – such as data handlers or advertising companies – are already blocked by default in apple’s safari browser and firefox. This is to protect the privacy of the users.
Google, the world’s largest advertising company, is taking a more cautious approach to chrome and, in a side blow to its competitors, argued that its "harsh" approach to cookies had led to the emergence of alternatives that also interfered with users’ privacy.
This includes fingerprinting, for example, in which computers are identified by a combination of characteristics such as technical data, external devices connected and fonts installed, and are tracked across the web.
With reference to this, google announced in august that instead of a crude crackdown on cookies, they would work on alternatives in a "privacy sandbox" that would be more careful with privacy. Now the group expects the new approach to displace today’s third-party cookies within two years.
At the same time, a side effect of the reorganization could be that it becomes more difficult, especially for google’s smaller competitors in online advertising, to show personalized ads to their users.