Google, Apple, And Facebook Square Off In A Huge Feud Over Advertising

When Google tracked customers, people complained. Google (GOOGL) will now stop tracking, but that has others complaining. Separately, Apple (AAPL) and Facebook (FB) square off.

User Tracking on the Web Goes Away

On March 3, David Temkin, Google's Director of Ads Privacy and Trust, wrote a blog on  Charting a Course Towards a More Privacy-First Web

As our industry has strived to deliver relevant ads to consumers across the web, it has created a proliferation of individual user data across thousands of companies, typically gathered through third-party cookies. This has led to an erosion of trust: In fact, 72% of people feel that almost all of what they do online is being tracked by advertisers, technology firms or other companies, and 81% say that the potential risks they face because of data collection outweigh the benefits, according to a study by Pew Research Center. 

Today, we’re making explicit that once third-party cookies are phased out, we will not build alternate identifiers to track individuals as they browse across the web, nor will we use them in our products.

Keeping the internet open and accessible for everyone requires all of us to do more to protect privacy — and that means an end to not only third-party cookies, but also any technology used for tracking individual people as they browse the web. 

Pew Research 

Please consider Why Google Will Stop Selling Ads Based on User-Tracking Browser Data

Google already announced that its Chrome browser would phase out support for third-party cookies by 2022.

The company acknowledges that user-specific tracking advertising systems will not pass regulatory muster — in the U.S., U.K., Europe and elsewhere — and that such approaches will not “not meet rising consumer expectations for privacy,” according to Temkin.

He cited a 2019 Pew Research Center survey finding that 72% of Americans feel that almost all of what they do online is being tracked by advertisers or other companies, while 81% said that the potential risks they face because of data collection outweigh the benefits.

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