Google made a stunning shift this week, abandoning its long-standing commitment to blocking third-party cookies in Chrome. This development offers major privacy threats to users while benefiting Google’s financial interests. Third-party cookies, which are known for tracking user activity throughout the web, have been prohibited by browsers such as Safari and Firefox since 2020 owing to their intrusive nature. Google’s move to break its 2020 vow to phase out these cookies exposes billions of Chrome users to potential spying.
How Third-Party Cookies Allow Online Surveillance
The websites you visit store little data packets in your browser called cookies. Cookies, which were originally created to provide useful functionality like remembering your language choices or shopping cart contents, have been repurposed by firms to monitor users around the web. Unlike first-party cookies, which improve website functioning, third-party cookies are primarily used for tracking purposes. They are placed by third-party websites that offer resources such as adverts, statistics, and social media buttons on the website you are now viewing. These cookies give you a unique identifier, allowing third-party organizations to track your behavior across multiple websites and build detailed profiles of your browsing patterns.
For example, visiting a health website like the Mayo Clinic’s “Diabetes Care” section might seem secure, but third-party cookies can track your activity across the internet. When you access this section, numerous third-party cookies are set by various companies, including major players like Microsoft and Facebook, as well as data brokers like Acxiom and Neustar. These cookies allow these entities to link your visit to the Mayo Clinic with your activities on other websites, enabling extensive tracking and profiling.
Consumer Harm from Online Surveillance
Third-party cookies enable corporations to create detailed profiles of your online actions, which can then be used for targeted advertising or sold to multiple purchasers. This surveillance may reveal sensitive information, such as your financial status, sexual orientation, and medical issues, without your permission. Data brokers resell this information, making it available to anybody, including insurance companies, hedge funds, criminals, and government organizations.
The misuse of online surveillance techniques goes beyond advertisers. The NSA has used Google’s third-party cookies to infiltrate targets, and a conservative Catholic charity has utilized broker data to identify priests on gay dating apps. Furthermore, targeted ads can exploit vulnerable groups, as unscrupulous lenders target people in financial trouble and landlords engage in discriminatory advertising tactics.
Google’s prioritization of profits over privacy
Google’s decision to continue accepting third-party cookies, despite the demonstrated damages, is consistent with its advertising-driven economic model. Google earns the majority of its revenue from behaviorally tailored adverts enabled by trackers. While competing browsers, such as Safari and Firefox, provide stronger protection against online tracking, Chrome’s tolerance with third-party cookies benefits Google’s advertising business. As a prominent tracker, Google embeds trackers in a variety of websites, expanding its surveillance reach.
Google’s policy move comes in response to concerns raised by advertisers and authorities about the possible impact on competition in digital advertising. However, keeping invasive tracking systems is not the answer. Addressing the core causes of competition problems, such as separating vertically integrated ad-tech behemoths like Google, as advocated by the bipartisan AMERICA Act, is a more successful strategy.
The Path Forward
First and foremost, Google should rescind its decision to accept third-party cookies. Users should not have to sacrifice their privacy for Google’s economic motivations. Installing Privacy Badger and other apps can help users reduce their tracking risks.
Furthermore, strong privacy legislation is necessary. Companies use a variety of tracking mechanisms other than third-party cookies, necessitating strict data privacy legislation. A robust privacy regulation should protect users’ data by default and prohibit behavioral advertising methods that encourage excessive data collecting.
Google’s continuous use of third-party cookies is a huge setback for privacy. The internet should be free of intrusive surveillance. As Google focuses on profits, legislative action is required to empower people and protect their data.
Key Highlights
- Reversal for Third-Party Cookies: Google’s decision to keep third-party cookies in
- Chrome exposes users to significant tracking, contradicting a commitment made in 2020.
- Surveillance with Cookies: Third-party cookies allow for thorough profiling of users’ online activity, resulting in privacy breaches and potential exploitation by numerous entities.
- Call For Legislative Action: Strong privacy rules are required to protect user data and address the underlying causes of competitive issues in the digital advertising market.
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