Google insists on the end of advertising cookies

Many users find personalized advertising to be intrusive. Internet groups are therefore looking for alternatives.

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Many users find personalized advertising to be intrusive. Internet groups are therefore looking for alternatives.

(dpa) – The Internet advertising industry must irrevocably prepare for the end of tracking using cookies. Google’s top manager, Matt Brittin, made this clear on Wednesday at the DMEXCO advertising fair in Cologne.



Brussels notably accuses Google of having forced manufacturers of telephones and tablets using its operating system to pre-install its search engine and its Chrome browser.


“The transition to a world without third-party cookies means we need to rethink the technology that underpins much of the online advertising system,” said Brittin, head of Google’s Europe, Middle East and Africa business. It is therefore necessary to develop new solutions that focus on data protection.

Ad blockers, a crude tool

Cookies are small files that a browser saves on the computer or smartphone. As cookies often contain unique identifiers, they allow websites to recognize their visitors. So-called third-party cookies are not placed by the visited website itself, but by integrated contents of other websites. Advertising service providers can thus track users across different sites.

Third-party cookies are a technology that is increasingly abusedBrittin told German news agency DPA. According to him, users consider certain ads to be intrusive and annoying, and they are increasingly using ad blockers. “An ad blocker is a crude tool that makes it difficult to fund content because everything is blocked.”

The browser itself creates a profile

The Google official argued against abandoning personalized advertising altogether, as it would jeopardize the existence of the ad-supported free web. “A study by the Internet Advertising Bureau found that the switching from personalized advertising to non-personalized advertising could cost 39 billion euros per year“.



Last week, Google announced the arrival of a new option on Google Maps, to show motorists the most energy-efficient route. Here is what it says for different routes tested.


Brittin referred to an alternative concept called ‘Topics’, in which the browser itself creates an interest profile without transmitting data to advertisers that could be used for concrete identification. “We are making available new technology that allows users to see relevant advertisements without their privacy being threatened or being tracked across websites.”

Cookies expire in 2024

At the same time, Brittin has made it clear that there will no longer be a grace period for accepting third-party cookies. Google had already announced at the beginning of 2020 the end of support for advertising cookies in its internal Chrome browser. Following protests from the advertising industry, this deadline has been extended to the “second half of 2024”. That date is set, he said.

At DMEXCO in Cologne, Google announced two more new tools to enable privacy-friendly advertising. the “Google Ads Privacy Hub” should help advertisers understand new privacy-friendly advertising solutions.

The second tool is aimed at users: “My ad center” should give users more control over which ads they want to appear on YouTube, Google Search and Discover. In this space, it is possible to choose the advertisements that one wishes to see or not.

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On the same subject

The Commission announced on Tuesday the opening of an investigation against the American giant for anti-competitive practices in online advertising display technologies.

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