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Lending credence to their famous “Don’t be evil” mantra, Google’s initial outlines are:<\/p>\n
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- Users should have transparency\n
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- They should understand how their data is being collected and used for ads<\/li>\n<\/ul>\n<\/li>\n
- Users should have choice\n
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- Their choices about how they experience the web should be respected and any attempts to bypass those choices should be prevented<\/li>\n<\/ul>\n<\/li>\n
- Users should have control\n
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- They should have the ability to adjust how their data is collected and used to tailor the ads they see<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n
Hey Google, why now?<\/h2>\n
The inescapable fact that users don’t like the idea of being tracked has led to the stratospheric rise of ad blockers and a growing trend of declining advertising cookies. Major vendors have also erred on the side of privacy over the years, including Apple and its recent changes to Safari’s anti-tracking rules<\/a>.<\/p>\n
![\"Chrome](\"\/wpe-content\/uploads\/2019\/08\/clear-cookies.jpg\")
<\/p>\nThere are, of course, illicit ways to bypass such privacy measures\u2014either by masking third-party cookies as first-party, or even going so far as to compile a digital “fingerprint” using consented data. These fingerprints are compiled from information the user doesn’t necessarily know they’re offering up, from device type to fonts installed. So, even if a user has blocked cookies, advertisers can still use these insights to offer personalized content. It’s a less-than-savory scenario that’s creating a serious PR problem for the advertising industry.<\/p>\n
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- They should have the ability to adjust how their data is collected and used to tailor the ads they see<\/li>\n<\/ul>\n<\/li>\n<\/ul>\n