Google Has Gone Too Far: It’s Time To Teach It A Lesson
Google says it is to postpone blocking third-party cookies within its advertising ecosystem for almost two years, until the end of 2023, in order to allow the targeted advertising industry to adapt to the change. The decision makes clear its priorities, who its real customers are and to whom it answers, and that we are simply the raw material it trades.
It’s nothing new, but it’s still annoying that for Google, we users are simply a resource to be exploited and not to be consulted. If the use — and above all, blatant abuse — of third-party cookies is particularly annoying and makes us feel that we under permanent surveillance, Google couldn’t care less. If this leads other companies, such as Apple, Mozilla Foundation, Brave and many more, to block third-party cookies on their browsers, or even prompts the authorities in Europe, California and elsewhere to try to tame an ecosystem where an anything goes environment has been created since its inception, Google seems not to be worried.
In fact, the company has no problem announcing unilaterally that it is postponing a measure that would curb the use of these third-party cookies for almost two years, so as not to cause problems for the companies that use them. Google, please,: we know the advertising ecosystem perfectly well, and the only thing you are doing by extending the withdrawal date of third-party cookies is making it possible for those companies to continue using them as they did until now, without preparing for any change. Until something happens that forces them to change, they will carry on regardless. Google has sidestepped the chance to make a difference, but has put advertisers’ interests above those of its users.
Google seems to have painted itself into a corner: if it removes third-party cookies, it harms the interests of other digital advertising companies, increases its dominance of that market, and makes itself much more vulnerable to more and more complaints and investigations by antitrust authorities around the world. If it does not remove them, it becomes the bad guy who does not protect the interests of its users and refuses to respect their privacy. Faced with this dilemma, what does Google decide to do? It chooses to continue attacking the interests of users, the weaker party, and trust that this will not generate any reaction except among the most militant, a minority that is hardly representative.
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My advice? Abandon Chrome. Choose any other browser, whichever you like best, but stop using Chrome. It’s the only way Google will understand that we are more than just a product to be sold.