Google recently announced a turning point in its Cookie Policy: The tech giant will continue to use this tracking system on its Chrome browser, the most popular in the world. This decision comes after years of delays and second thoughts, during which Google has tried to develop alternative solutions to protect user privacy, but has faced resistance from companies that sell online advertising.
The main new feature is the ability for users to choose whether to disable or keep third-party cookies active, with the freedom to change this setting at any time. Google has not yet announced a specific date for the introduction of this feature, but it is a significant step towards greater control by users over their online privacy.
Cookies have long been at the center of a heated debate: on the one hand, they allow data to be collected on users’ browsing habits, offering more relevant and profitable advertising for platforms and advertisers. On the other hand, they raise concerns about privacy, as they allow users to be tracked and profiled based on their interests and online behavior.
Despite the decision to keep cookies, Google will continue to develop and offer alternative solutions through the initiative Privacy Sandbox. These systems, already available for websites, allow for the collection of information on user activities in a less invasive way, thus protecting privacy more.
Google’s choice represents a compromise between the protection of user privacy and the economic interests of companies that rely on online advertising. The company has tried to balance these needs, offering users more control over their data and developing alternative solutions for online tracking.
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