This can also be seen as a wise step of Google in order to avoid falling into Facebook’s situation when deciding to stop tracking individual browser for advertising.
Google’s business model is quite simple. You browse the web, Google tracks you and then Google sells these data to advertisers. That’s the secret to making Google the most successful internet company in history.
But surprisingly, Google announced that they will no longer track users’ browsing history for advertising purposes. According to an article posted on the personal blog by David Temkin, director of product and advertising at Google, the company will stop tracking users’ browsing history for advertising.
In addition, Google will also stop creating tools to track personal data of users across all of the company’s products. It includes countless Google internet services as well as popular applications on the Android platform.
In his article, Mr. David Temkin emphasized that: “Users should not accept being tracked on the internet to receive relevant advertisements. Advertisers also don’t need to track every single user on the internet to get the benefit of digital advertising performance.”
While that is nice, it doesn’t sound plausible to be told by one of the biggest internet companies in the world. So if you give up its most successful business model, how will Google make money?
Don’t get me wrong that Google won’t track you. In fact, Google will still mine user data and use that data to sell ads. But the new policy means that Google won’t dig into user data.
Instead, Google will use privacy security APIs to do that. These APIs automatically group users into special categories and manage those categories on a macroscopic scale. In other words, Google will not directly track and collect individual data but they will only manage to a higher degree and sell group data to advertisers.
Google will begin testing these APIs next month and they will test selling to group category advertisers in Q2. Users will also be able to access a new privacy control option in Chrome in April this year.
Google’s move is quite surprising but inevitable. Because Google is under strict scrutiny by the EU as well as Apple’s new privacy policies that are giving Facebook a headache.
Google won’t be able to stick with its user data collection forever. This can also be seen as a wise step of Google in order to avoid falling into Facebook’s situation.