Many are the users who are a little above the nose of having to review the permissions requested by the web pages that we visit in order to give or not our consent to be tracked. Many are the solutions available in the market for block these types of messages, so they are no longer useful.
Google's alternative to cookies is called FLoC, a technology that it has not been well received by absolutely no one, since they consider it more a privacy problem than a solution, so no technology has the intention of offering support for them, including Apple.
Last week WorPress announced last week that it would automatically disable Google FloC on all websites created by its content management system, one of the most used on the entire internet. In addition to WordPress, they have recently joined Microsoft with Edge Chromium, Mozilla Firefox, Opera, and even DuckDuckGo.
Most of these companies describe Google FLoC as an invasion of privacy, although this technology is designed precisely to prevent it. This new technology, according to what they say from Google it will be much more secure and private to monitor users, since it does so at the group level and not individually in order to guide advertising based on the data that is collected.
In statements from The Verge to Microsoft, the company signs:
We believe in a future where the web can offer people privacy, transparency and control, while supporting responsible business models to create a vibrant, open and diverse ecosystem.
Like Google, we support solutions that offer users clear consent and do not circumvent consumer choice. That is why we also do not support solutions that take advantage of non-consensual user identity signals, such as fingerprints.
The industry is ongoing and there will be browser-based proposals that do not require individual user identifications and identification-based proposals that are based on consent and first-party relationships.
From Mozilla, they claim that they are studying advertising proposals to preserve privacy, including FLoC, but at the moment, they do not plan to offer support for this technology through Firefox.
We don't believe the assumption that the industry needs billions of data about people, collected and shared without their knowledge, to deliver relevant advertising.
That's why we've implemented Enhanced Tracking Protection by default to block more than ten billion trackers a day, and we continue to innovate in new ways to protect people using Firefox.
Advertising and privacy can coexist. And the advertising industry may operate differently than it has in previous years. We hope to play a role in finding solutions that build a better web.
Although Apple has not commented on the matter through an official statement, your position on FLoC It was made clear by John Wilander, Apple's WebKit engineer, praising the Brave browser's decision not to offer support for Google's alternative to cookies.
Although Google dominates the desktop browser market with an iron fist, cannot implement a substitute for cookies unilaterally if the rest of the browsers on the market are not going to offer support.
Ojito. So if they have already decided, but cannot implement such technology, what will happen to all of it?