On the one hand, Google has been trumpeting replacements for the third-party tracking cookies that are now being happily banished elsewhere. The issue here is that Google’s measures are compromised by its need to maintain some user tracking to fuel targeted ads, so it can’t take a simple Apple- or Mozilla-like blanket approach.
The problem is that as Google shifts from an openly nefarious tracking ecosystem to one in which is sets the rules others must follow, it risks exerting even more control. The U.K. Competition and Markets Authority was one of the regulators that called Google out on this, and this week we have seen the results.it had “secured improved commitments from Google on its proposals to remove third party cookies and other functionalities from its Chrome browser.
Google assured me that “there was no timeline change [for killing tracking cookies] announced as part of these revised commitments.” But it will need to launch a technical alternative that can both pass the use privacy test,, and the market competition test, which has resulted in this compromise. Google has also agreed as part of this process that it will not advantage its own tracking at the expense of others, meaning it will abide by the same rules it sets for everyone else. But there’s clearly an element of scale and understanding that will ensure it remains top of the pile, and the concept of poacher and gamekeeper, where Chrome and the digital ad industry are concerned, remains clearly in place.
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