At the 2019 Google I/O, Google announced plans to update how cookies are managed by its web browser, Chrome. The new policies and features are aimed at improving users’ online experiences by allowing for more transparency and control over how cookies are being used. This new approach to data security will take shape in the coming months as the tools and extensions are rolled out, but with this announcement, Google planted its flag in the sand just in time; as regulators and industry watchdogs’ call for more scrutiny and regulation of big tech in order to improve online consumer privacy.
As the dominant web browser around the globe, Chrome’s move is a step in the right direction towards a better, ad-supported web that protects people’s privacy while providing a high-quality experience with relevant content. Said best by Prabhakar Raghavan, SVP, Google Ads & Commerce in the blog post accompanying the announcement, “People prefer ads that are personalized to their needs and interests—but only if those ads offer transparency, choice and control.”