The objective is, among other things, to find a new balance between the growing demand for confidentiality demanded by Internet users and regulatory bodies, as well as the needs of advertisers who wish to finely target their content on a large scale.
The company, a subsidiary of Alphabet, wants to take its time to proceed, and already warns that its ambitions will take several years to be fulfilled.
On his blog WednesdayHave (New window)HaveGoogle recalls that if 90% of the applications offered on its Google Play platform are free, it is largely thanks to advertisements.
An evolving sector
The social network Facebook, for example, uses sophisticated tools to study the behavior of its members on the Internet to then offer advertisers specific profiles.
the industry must continue to evolve how digital advertising works to improve user privacyacknowledges Google.
Apple has already embarked on this path for all devices running its iOS system, forcing mobile application publishers to ask their users for permission to track them, even outside the application.
This change, justified by respect for data confidentiality, does not, however, prevent the company itself (Apple) from collecting information.
Companies like Facebook and Google have also already complained that they can no longer sell ads as well targeted as before.
Meta, Facebook’s parent company, already estimates that the Apple giant’s new rule will cost it US$10 billion (C$12.7 billion) in lost revenue this year.
A vision for Google
For its new system, Google claims to want to improve respect for the privacy of Internet users
without jeopardizing free access to content and services.
The group says it wants to work with developers and maintains that it will continue to offer the advertising tools already in place on its platform
for at least two yearsthe time to design, build and test the new tools.
The company also promises to consult regulatory bodies and share the progress of its work.
The Android system dominates the market
The overwhelming majority of smartphones and tablets in the world run on the operating systems of Google and Apple, Android (around 70% market share) and iOS (around 25%).
Google had already announced at the beginning of 2020 that it wanted to eliminate cookies from its browser within two years (Cookies) websites, these small electronic identification modules that follow Internet users as they browse the web in order to better target advertising.
The group had to push back its calendar in order to better take into account the feedback from the various craftsmen and craftswomen in the sector.
The giant also had to make a commitment to the British competition authority, which feared that Google would strengthen its grip on the market, not to favor its own advertising services when third-party cookies are eliminated.