Chrome Apple Store: The Battle for Online Tracking Control

The online tracking landscape has taken another unexpected turn with Google's recent announcement that it will not be implementing third-party cookies in Chrome, at least not yet. Brave, a privacy-focused browser, claims that Google is simply 'hiding and buying time to regroup' to consolidate its control over web tracking.

While nothing has been officially decided, it's clear that third-party cookies are here to stay for the foreseeable future. In fact, with FLoC's failure and no concrete plans for improved technology, fingerprinting on Chrome doesn't seem likely to end anytime soon.

But what does this mean for you as a Chrome user? Essentially, Google's delay is dressed up in regulatory concerns about undue control over the advertising ecosystem. This means that advertisers will continue to pay to play, and you'll be presented as a member of Cohort X, allowing them to infer your likely behavior and purchases based on common websites visited by group members.

This approach replaces targeting individual users with assigning them to cohorts based on shared interests and behaviors. However, this solution is far from effective, especially when some 'foxes' are already lurking within the complex web of trackers and data brokers in place.

Google's Privacy Sandbox aims to fix this issue by providing a more 'privacy-preserving' way for advertisers to target users. But even with Google's significant control over the internet advertising ecosystem, there is no absolute guarantee that its plans will come to fruition.

In summary, while Google's delay may seem like a temporary reprieve, the reality is that online tracking control is far from settled, and Chrome users can expect a long and complex battle ahead.

Chrome apple store