Google plans to use a tool that will block third-party tracking cookies in the Chrome browser, but will keep them in its own scripts.
This means that the company's tracking scripts will not be affected by the ban. Google will continue to use them as normal. However, this also means that Google will have a very big advantage over its competitors.
This move by Google could cause it some problems, if we take into account the rules regarding competition between companies.
The company has wanted to do this for several years (about 6 years). Specifically, it was planning what it calls a “browser identifier,” the goal of which is to link all online activities to a user.
Users and disable the browser identifier.
However, Google did not proceed with this project at the time because, as it stated, many procedures would need to be carried out, such as changing a lot of code and securing many licenses.
Now it seems that the company has decided to implement its plan. In fact, after the Facebook Cambridge Analytica scandal, it has accelerated the procedures.
This information comes from a report by the Wall Street Journal. We'll have to wait for confirmation from the company itself.
