But critics say Google's ban forces ad sellers to go direct to the tech giant for this information instead - giving it an unfair advantage. This

Google tracking cookies ban delayed until 2023

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2021-06-26 11:30:09

But critics say Google's ban forces ad sellers to go direct to the tech giant for this information instead - giving it an unfair advantage.

This is because it plans to replace the system with another one of Google's own design, which it claims is better for privacy but still allows marketing. Its proposals are already under investigation by the UK Competition and Markets Authority (CMA).

In a blog, Vinay Goel, privacy engineering director for Google's Chrome browser said: "It's become clear that time is needed across the ecosystem" in order to "get this right".

"We welcome this delay and only hope that Google uses this time to consult with the CMA as well as different parties that will be affected by the changes, including advertisers, agencies, publishers, and ad-tech and tracking solutions providers," he said.

The idea is that a browser enabled with Floc would collect information about browsing habits and assign users to a group, or "flock", with similar browsing histories. Each would share an ID which would indicate their interests to advertisers.

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