Google is about to fundamentally change how the web works. Sometime in 2022, most likely during the first six months, its Chrome browser will ditch the third-party cookies on which much of the digital economy is built.
The plan to replace cookies is controversial. But Google is not alone. Threatened by the upcoming changes, rival browsers, advertising tech companies and open web advocates are competing to build alternative systems that could stop Google from getting everything its own way.
Companies are experimenting with email-based tracking systems, directly gathering more user data and reviving unloved forms of contextual advertising. Microsoft, which owns the Edge browser that’s based on Google’s Chromium, is another major challenger. While Google is putting Chrome at the centre, Microsoft is pushing to improve anonymity in the existing ad sales setup.
Google’s plan to stop third-party cookies in Chrome is a big deal. While Apple’s Safari and Mozilla’s Firefox browsers put restrictions on the tracking method years ago, neither have Chrome’s clout. It’s the world’s biggest browser and Google – unlike Apple or Mozilla – also makes most of its money from advertising. As well as sending shockwaves through the advertising industry, the changes will also impact publishers who let people read articles for free by showing them targeted advertising.
At the moment third-party cookies in Chrome follow you around the web, track your browsing history and send this data to advertising networks. People are represented by strings of numbers that act as IDs and allow websites to show targeted advertising. The theory goes that if you’re seeing ads for things you like then you’re more likely to click on them and buy something.
But people don’t like their browsing history being tracked and change is widely considered necessary. For Chrome this comes in the form of its Privacy Sandbox – a set of proposals for replacing cookies without destroying the online ad industry.
Part of this is a machine learning system called Federated Learning of Cohorts (FLoC), which analyses web activity within Chrome, not Google’s data centres, and lumps people into a group with others who have similar interests. Adverts can then be shown to these larger groups, called cohorts, which are not based exclusively on one person's behaviour. Other parts of the proposal cover different types of advertising.
Google’s system puts Chrome at the centre of the advertising process, including the way companies bid on which ads to show. It’s a radical change in the way the current system operates. Microsoft’s counterproposal, called Parakeet, uses the browser to anonymise people’s information before passing it through the existing behind-the-scenes systems where bids are made and ads are sold.