Google announced, on Thursday, that it will postpone the abandonment of cookies (cookies), which are tracking files, that allow the giant group to sell advertising space precisely targeted to each user, but it raises the concerns of data privacy advocates.
The group stated, in a message via a blog, that it needs more time to conduct the necessary tests and executive steps to start using its new system, which it describes as more respectful of users’ privacy.
This process has been postponed until mid-2023.
Google currently uses so-called “external cookies”, which are small text files that collect data during browsing, and are used to target advertisements to users.
This system arouses growing discontent, to the extent that the authorities in Europe, and California in particular, have adopted laws to better protect the confidentiality of personal information.
Google is working on an alternative system, which had to start testing with some advertisers starting in the second quarter of this year.
Instead of targeting individual Internet users, advertisers target segments of the audience, comprising hundreds or thousands of people, while the company defines these segments based on users’ browsing.
“While there has been significant progress under this initiative, it is clear that we need more time to get things right across the entire ecosystem,” Google’s Vinay Goel said in a blog post.
Chrome, for example, plans to phase out the use of third-party cookies within 6 months, from mid-2023 until the end of the same year.
“This will give us enough time to have a public discussion about the right solutions to adopt, to establish an ongoing dialogue with the regulatory bodies, and for publishers and the advertising world to be able to move their services,” Goel said.