The cookies are going to become obsolete in Chrome

Google could not let Safari and Firefox lead the battle against the tracking of and advertising to internet users, the risk of the users of Chrome will hijack the browser home. After all, it is the good economic health of the search engine, which draws the bulk of its revenue from advertising and, therefore, monitoring of the internet users.

This is why Google has announced stis determination to make cookies obsolete within two years. These small files are sorting starts by the web sites make life easier for internet users (to avoid re-connecting to any end of the field to an online service, for example)… The advertising networks they are also used for tracking users.

As explained Justin Schuh, director of engineering for Chrome, ” users are calling for greater privacy, which includes transparency, choice and control over their data “. The web browsers meet this requirement, sometimes by blocking purely and simply cookies, ” but we think that it has unintended consequences that can have a negative impact both for users and the ecosystem of the web “.

Because the blocking of cookies breaks the economic model of many web sites funded by the pub, and this radical approach brings forth techniques far more insidious such as the fingerprinting that allows you to create a profile of the user. Google intends to work with publishers, developers and advertisers in the development of new mechanisms, with initial tests planned by the end of the year.

Google wants to phase out the cookies and replace them with technical solutions most respectful of privacy, while retaining the ability to make money on the comings and goings of the internet. A position necessarily less diehard than Apple, that uses privacy as a selling point. The manufacturer is continuously adding to Safari of new systems to prevent the follow-up to the track (Safari : Apple increases protection against tracking, and is expressed on the withdrawal from Do Not Track).

It now only remains to see what are these technologies that Google wants to put in place, and the implications for all parties — starting with the users. The company does in any case show a certain willingness, by blocking the user-agent of Chrome, a tool for tracking of the user. It is difficult though to give him a blank check…

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