Google is going to stop tracking users’ browsing through cookies, which will open the door to another type of methodology, something that especially affects Internet advertisers.
Some browsers such as Safari or Mozilla already have their own systems to strips three of cookies
Cookies (literally “cookies”) are small pieces of information stored by Internet browsers data about browsing activity (e.g., storing login credentials) and while they help, for example, to load pages faster, they also provide websites and advertisers with information about the user.
It would be about being able to generate profiles of Web users in terms of origin, connection times, preferences… but without revealing any personal data. This would allow advertisers to display relevant online advertising without affecting the privacy of the surfer, whose identity no one would know.
Some companies developing new alternative tracking tools to cookies. begin to use artificial intelligence to understand what appears in images and videos to detect what matters to website visitors. This allows more effective campaigns to be launched for brands and more attractive to the public without having to know the identity of the users.
It is about identify not the user but his behaviorso that what is relevant is to be able to show ads to someone who is known to have visited web pages with a certain content, so that the advertising they see will be targeted to what they are interested in.