Britiske myndigheder undersøger Googles planer for tredjeparts-cookies

Illustration: Bigstock
Britiske konkurrencemyndigheder har indledt en undersøgelse af Googles planer om at erstatte cookies med et nyt system, der deler færre information med annoncører.

Google planlægger at erstatte tredjeparts-cookies i Chrome med et nyt system, der deler færre informationer med annoncerer, og det har nu fået de britiske konkurrencemyndigheder til at indlede en undersøgelse.

Det skriver BBC.

Ifølge The Competition and Markets Authority (CMA), der er en pendant til Konkurrence- og Forbrugerstyrelsen herhjemme, kan Googles planer nemlig få seriøse konsekvenser for det digitale annoncemarked.

Både Safari og Firefox blokerer i dag som standard cookies, der sporer brugeren på tværs af sider, men Google vil altså gå skridtet videre og vinke farvel til alle cookies bortset fra såkaldte førsteparts-cookies, der bruges af en hjemmeside-ejer til at spore adfærd på egen side.

I stedet vil Google give annoncører mere begrænsede, anonymiserede data om internet-brugere.

Google har tidligere meldt ud, at man vil fjerne tredjeparts-cookies fra Chrome inden 2022.

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#1 Mogens Bluhme

"Ifølge The Competition and Markets Authority (CMA), der er en pendant til Konkurrence- og Forbrugerstyrelsen herhjemme, kan Googles planer nemlig få seriøse konsekvenser for det digitale annoncemarked"

Man bekymrer sig altså om konkurrencensituationen på annoncemarkedet og ikke privacy.

For brugere kan jeg ikke se, at det vigtigste i, at én datatyv har monopol eller ej.

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#2 Emil Bock Nielsen

Hvis man er mere nysgerrig på hvad Google gør, kan der læses fra.

Lille uddrag, men anbefaler at læse hele artiklen^:

(...) Without third-party cookies, that attribution gets a little more complicated. Even if an advertiser can observe traffic around the web, without a way to link ad impressions to page views, it won’t know how effective its campaigns are. After Apple started cracking down on advertisers’ use of cookies with Intelligent Tracking Prevention (ITP), it also proposed a privacy-preserving ad attribution solution. Now, Google is proposing something similar. Basically, advertisers will be able to mark up their ads with metadata, including a destination URL, a reporting URL, and a field for extra “impression data” -- likely a unique ID. Whenever a user sees an ad, the browser will store its metadata in a global ad table. Then, if the user visits the destination URL in the future, the browser will fire off a request to the reporting URL to report that the ad was “converted.”

In theory, this might not be so bad. The API should allow an advertiser to learn that someone saw its ad and then eventually landed on the page it was advertising; this can give raw numbers about the campaign’s effectiveness without individually-identifying information.

The problem is the impression data. Apple’s proposal allows marketers to store just 6 bits of information in a “campaign ID,” that is, a number between 1 and 64. This is enough to differentiate between ads for different products, or between campaigns using different media.

On the other hand, Google’s ID field can contain 64 bits of information -- a number between 1 and 18 quintillion. This will allow advertisers to attach a unique ID to each and every ad impression they serve, and, potentially, to connect ad conversions with individual users. If a user interacts with multiple ads from the same advertiser around the web, these IDs can help the advertiser build a profile of the user’s browsing habits.

Google can probably see which way the wind is blowing. Safari’s Intelligent Tracking Prevention and Firefox’s Enhanced Tracking Protection have severely curtailed third-party trackers’ access to data. Meanwhile, users and lawmakers continue to demand stronger privacy protections from Big Tech. While Chrome still dominates the browser market, Google might suspect that the days of unlimited access to third-party cookies are numbered.

As a result, Google has apparently decided to defend its business model on two fronts. First, it’s continuing to argue that third-party cookies are actually fine, and companies like Apple and Mozilla who would restrict trackers’ access to user data will end up harming user privacy. This argument is absurd. But unfortunately, as long as Chrome remains the most popular browser in the world, Google will be able to single-handedly dictate whether cookies remain a viable option for tracking most users.

At the same time, Google seems to be hedging its bets. The “Privacy Sandbox” proposals for conversion measurement, FLoC, and PIGIN are each aimed at replacing one of the existing ways that third-party cookies are used for targeted ads. Google is brainstorming ways to continue serving targeted ads in a post-third-party-cookie world. If cookies go the way of the pop-up ad, Google’s targeting business will continue as usual.

The Sandbox isn’t about your privacy. It’s about Google’s bottom line. At the end of the day, Google is an advertising company that happens to make a browser.

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