Google is planning to remove support for cookies tracking in its Chrome browser. The search engine giant is intended to bring some new proposals regarding it. These new proposals have all the details of how the company will support advertisers and publishers without tracking cookies while preserving users’ privacy. The search engine giant has been working on eliminating tracking cookies.

It is doing under its initiative Privacy Sandbox.  Google has a target date of 2022 to implement its policy. Amid this, the search engine giant is trying hard to convince all involved parties that it will keep Chrome to be the most helpful tool even after tracking cookies will be removed.

Tracking cookies are considered the bits of data that various companies use to follow the trends and browsing histories of different users. The websites use these to track users’ login information, allowing them to log back in quickly whenever they come back to the website.

Advertisers use tracking cookies for collecting data to find out how ads perform if they ever need to feed users with ads appealing to them. There are benefits of these tracking cookies, and drawbacks include lack of privacy.

The detailed planning of Google has been posted in a blog post. The latest proposal focuses on using an API that will allow advertisers to track the views and impressions accurately that ads generate across various websites. Besides, the API will enable the advertisers to track their ads’ performance across multiple websites that are logged into the same account in the browser.

At the same time, the  API will keep the browsing activities anonymous. It will use the methods like mixing random data and putting a cap on the amount of information reported. These will be done through a process that Google has described as adding ”noise to the data.

The Challenging, But Essential Change

It has been explained in the blog post that the team at Google has started running simulations. These simulations are based on the new proposals to determine the effectiveness of its potential. Also, it has been promised to share the latest findings” in the new future.”

The recommendations are still to work off, but it is evident that what Google aims to achieve. It is clear that the search engine giant wants to give a private browsing experience to the users while remaining appealing to advertisers and publishers.

It remains to see whether the search engine giant will pull this plan off. However, seeing the latest data leaks from major social media platforms like LinkedIn and Facebook is the right time to protect users’ privacy using the internet.

The sudden removal of tracking cookies will be a big blow to the massive popularity of Google’s web browser initially. Still, in the long run, the privacy the Google initiative gives will pay it off.

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