Intelligent SME.tech Issue 45 | Page 15

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The problem with third party cookies

Companies have been using third party cookies for decades as a way to track users ’ activity online . They can do everything from save your login details , hold items you want to buy and show you pertinent news headlines . The reason regulators in the UK and the US do not like third party cookies is because they invade your privacy . They nibble away at your online behaviour and preferences , storing information so that it can be repackaged to you as personalised online ads .

As well as building detailed user profiles , third party cookies allow advertisers to track users ’ activity across multiple websites and apps . Although most would consider personalised adverts pretty harmless , they can become intrusive and even manipulate consumer behaviour . Moreover , malicious actors could potentially use the sensitive information collected by cookies , such as users ’ health status , political affiliations and login information , for harmful purposes . It is for this reason that many web browsers have already blocked third party cookies .

What is the alternative ?

To replace third party cookies , Google plans to introduce Privacy Sandbox , which includes a system called Topics . It is designed to register your top interests based on your browsing history with a limited number of topics . Advertisers can then access this data via a browser interface , which allows them to send ads that reflect your interests . Every two weeks or so , the system deletes the topics and users can see , remove or disable the feature completely . This system allows advertisers to send you relevant ads without tracking your individual web activity or collecting sensitive information , such as your gender or race .

What does this mean for you ?

Anna Collard , SVP of Content Strategy and Evangelist , KnowBe4 AFRICA

The good news for Chrome users is that this change will reduce the volume of personalised ads they get and give them greater control