Google is working to replace its tracking system

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A transparent idea is however the economic interest of the giant search engine to become the most important source for demographic information which is useful for advertisers. Advertising online has better results if the message is very targeted and is displayed to interested people. This can be achieved when someone knows many things about the person’s behavior. Google can and wants to offer a special service to actual and future advertisers. The advertisers will need to ask for Google’s help to determine their advertising goal.
For now not many reactions were seen in the public area but professor Jonathan Mayer from Stanford University reinstated the old problem of privacy. He said that it was unclear at this moment if our privacy will be protected and in which degree and for how much time from the implementation of the new system.

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