Google's ads transparency and user control proposal Explained

A few months ago, Google released a proposal to start pushing the digital advertising industry to think about how it can make advertising on desktop and mobile web more transparent and provide users with more control over their advertising experience. Concern over privacy and control looms heavy with the impending deadline of the first major American privacy initiative (CCPA) creeping closer. Google’s proposal is an attempt from the company to the industry to self-regulate before the public and government do it for them.

Google’s Chrome browser remains the lone holdout of major browsers not to block 3rd party cookies. This is unsurprising given that 84% ($33.9 of $40.5 billion) of Google’s revenue comes from advertising according to their latest quarterly earnings report. Other major browsers like Apple’s Safari and Mozilla’s Firefox have nothing to lose by blocking 3rd party cookies and everything to gain in user satisfaction and trust. But without any viable alternative to support the insatiable data targeting appetite of advertisers, cookies persist as the backbone supporting desktop and mobile web advertising.

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