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" data-testid="twitterdescription" property="twitter:description"/><meta content="https://cdn.nos.nl/image/2021/03/04/720739/1024x576a.jpg" property="twitter:image"/><meta content="2021-03-04T18:34:43+0100" property="og:article:published_time"/><meta content="2021-03-04T18:34:43+0100" property="og:article:modified_time"/><meta content="third party cookies" property="og:article:tag"/><link href="https://static.nos.nl/img/favicon/apple-touch-icon.png" rel="apple-touch-icon" sizes="180x180"/><link href="https://static.nos.nl/img/favicon/favicon-32x32.png" rel="icon" sizes="32x32" type="image/png"/><link href="https://static.nos.nl/img/favicon/favicon-16x16.png" rel="icon" sizes="16x16" type="image/png"/><link color="#e61e14" href="https://static.nos.nl/img/favicon/safari-pinned-tab.svg" rel="mask-icon"/><link href="https://static.nos.nl/img/favicon/favicon.ico" rel="shortcut icon"/><meta content="NOS.nl" name="apple-mobile-web-app-title"/><meta content="NOS.nl" name="application-name"/><meta content="#ffffff" name="msapplication-TileColor"/><meta content="#ffffff" name="theme-color"/><link href="/static/site.webmanifest.light" rel="manifest"/><meta content="/static/browserconfig.xml" name="msapplication-config"/><script type="application/ld+json">{"@context":"http://schema.org","@type":["NewsArticle","WebPage"],"identifier":2371220,"url":"https://nos.nl/l/2371220","publisher":{"@type":"Organization","name":"NOS Nieuws","logo":"https://static.nos.nl/img/nos/nos-social.jpg"},"headline":"Met Googles afscheid van tracking cookies verandert voor consument weinig","description":"Het is niet zo dat Google in de toekomst geen (gepersonaliseerde) advertenties zal laten zien: ze zullen alleen anders tot stand komen. ","mainEntityOfPage":"https://nos.nl/l/2371220","image":{"@type":"ImageObject","url":"https://cdn.nos.nl/image/2021/03/04/720739/1024x576a.jpg"},"dateCreated":"2021-03-04T18:34:43+0100","datePublished":"2021-03-04T18:34:43+0100","dateModified":"2021-03-04T18:34:43+0100","isAccessibleForFree":true,"sdPublisher":{"@type":"Organization","name":"NOS","logo":"https://static.nos.nl/img/nos/nos-social.jpg"},"inLanguage":[{"@type":"Language","name":"Dutch"}],"keywords":["third party cookies"],"articleBody":"Een vakantiehuisje uitzoeken, spullen bekijken op Marktplaats: het gebeurt met tientallen volgcookies op je computer of smartphone. En precies die gaat Google vanaf 2022 blokkeren in Chrome, de meest gebruikte internetbrowser in Nederland en eigendom van Google. Door die cookies kunnen adverteerders jou gepersonaliseerde advertenties voorschotelen op websites. Iets waar internetgiganten en kleinere marketeers miljarden mee verdienen. Google, dat wereldwijd samen met Facebook het grootste deel van de online advertentiemarkt in handen heeft, kondigde vorig jaar al aan deze third party cookies te gaan blokkeren, in navolging van browsers Safari en Firefox. Daar komt nu bij dat het bedrijf zegt ook geen alternatief te ontwikkelen om op een andere manier surfgedrag van individuele gebruikers in kaart te brengen. Een tracking cookie, ook wel een volgcookie, is een klein bestandje dat bedrijven op je computer of telefoon plaatsen om je online te kunnen volgen van website naar website. Als je veel websites bezoekt waar een adverteerder een cookie mag plaatsen, kan hij daarmee veel over jou te weten komen: bijvoorbeeld je interesses en wat voor producten je koopt. Hoe meer informatie er over je is, hoe meer je waard bent voor een adverteerder. Consumenten en toezichthouders zijn steeds kritischer over de inzet van deze tracking, of third party cookies, omdat veel internetgebruikers er volgens hen niet bij stilstaan dat hun surfgedrag op deze manier wordt bijgehouden. Nu is het niet zo dat Google in de toekomst geen gepersonaliseerde advertenties meer zal laten zien via Chrome: ze zullen alleen anders tot stand komen, zegt Rob van Eijk, directeur van denktank Future of Privacy Forum. \"Waarschijnlijk met meer oog voor jouw privacy.\" Een van Googles ideeën voor een meer privacy first web is dat het geen advertenties laat zien op basis van individueel surfgedrag, maar op basis van jou als onderdeel van een groep gelijken (een technologie genaamd Federated Learning of Cohorts). \"Het is een andere manier van adverteren, maar met hetzelfde resultaat. Al is nog de vraag hoe die groep wordt gedefinieerd\", zegt van Eijk. De Bond van Adverteerders zegt dat de stap van Google een behoorlijke impact zal hebben op adverteerders. \"De manier waarop de doelgroep wordt bereikt, verandert. Er moeten andere strategieën worden opgezet en het vraagt een andere manier van werken. Want hoe zorg je ervoor dat je nu nog de consument met relevante reclames bereikt?\", zegt directeur Henriette van Swinderen. \"Je wil natuurlijk niet iemand met goede ogen twintig bril-advertenties voorschotelen.\" Met het blokkeren van de volgcookies zijn bovendien niet alle privacyzorgen van tafel, zegt Van Eijk, die regelmatig om tafel zit met Google. \"Het gaat hier om plannen en die moeten nog worden uitgewerkt. De vraag is hoe. In de tussentijd zit Google om tafel met verschillende adverteerders die druk uitoefenen in de hoop dat ze voldoende informatie van websitebezoekers blijven krijgen. Ik ben benieuwd of Google voet bij stuk houdt.\" Dat de consument op iets verbeterende privacy na, weinig van de verandering zal merken, denkt ook Frederik Zuiderveen Borgesius, hoogleraar ict & recht aan de Radboud Universiteit. Hij merkt ook op dat Google hiermee meer macht krijgt. \"Naast Facebook en Google zijn er talloze marketingbedrijven die geld verdienen via die third party cookies. Als zij hierdoor lastiger zaken doen en bijvoorbeeld failliet gaan, betekent dat dat het beetje concurrentie dat er nog is voor Google - op Facebook na - misschien wel verdwijnt.\" Bovenal is deze stap een kwestie van goede pr, zegt Zuiderveen Borgesius. \"Google zal hier zelf niet slechter van worden. Sommigen bij Google zullen het daadwerkelijk fijn vinden om mensen te beschermen tegen de tracking van derde partijen. En de privacy van gebruikers wordt ook iets beter beschermd. Maar het is deels ook voor de bühne: het bedrijf toont zich hiermee van de pro-privacy kant.\" Ook de Bond van Adverteerders denkt dat de concurrentiepositie van Google wordt versterkt. \"We begrijpen dat Google zoekt naar alternatieven voor de third party cookies, want de maatschappelijke druk neemt toe. Maar je ziet ook dat de alternatieven die worden ontwikkeld vooral werken voor de klanten op het eigen platform. Het is aan ons om uit te zoeken hoe je ook op andere platforms zonder cookies privacy kunt garanderen en doelgroepen effectief kunt bereiken.\" NOS Stories legt in deze video uit op welke manier bedrijven je in de gaten houden. 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class="sc-7f5e2609-2 beXyrB"><div style="border:0;clip:rect(0 0 0 0);clip-path:inset(50%);height:1px;margin:-1px;overflow:hidden;padding:0;position:absolute;width:1px;white-space:nowrap">Deel dit artikel</div><svg xmlns="http://www.w3.org/2000/svg" width="24" height="24" viewBox="0 0 24 24" aria-hidden="true" class="sc-7f5e2609-1 fCSbmA"><path fill="currentColor" d="M18.27 9.918c1.321 0 2.391 1.057 2.475 2.38l.005.167v6.738c0 1.344-1.017 2.455-2.316 2.542l-.164.005H5.73c-1.321 0-2.391-1.057-2.475-2.38l-.005-.167v-6.738c0-1.4 1.104-2.547 2.48-2.547a.75.75 0 0 1 .102 1.494l-.102.006c-.5 0-.92.403-.974.932l-.006.115v6.738c0 .546.388.985.874 1.04l.106.007h12.54c.5 0 .92-.403.974-.932l.006-.115v-6.738c0-.545-.388-.984-.874-1.04l-.106-.007a.75.75 0 1 1 0-1.5m-5.814-7.514.085.076 3.817 3.966a.75.75 0 0 1-.997 1.114l-.083-.074-2.529-2.627.001 9.706a.75.75 0 0 1-1.493.102l-.007-.102-.001-9.704-2.527 2.625a.75.75 0 0 1-.975.091l-.085-.07a.75.75 0 0 1-.091-.976l.07-.085L11.46 2.48a.75.75 0 0 1 .996-.076"></path></svg></button></div></div></div><div class="sc-eaf3008e-1 jynOom"><p class="sc-aa4bb49d-0 wPwyC" id="573119521394754">Een vakantiehuisje uitzoeken, spullen bekijken op Marktplaats: het gebeurt met tientallen volgcookies op je computer of smartphone. En precies die gaat Google vanaf 2022 blokkeren in Chrome, de meest gebruikte internetbrowser in Nederland en eigendom van Google.</p></div><div class="sc-eaf3008e-1 jynOom"><p class="sc-aa4bb49d-0 wPwyC" id="752875133706604">Door die cookies kunnen adverteerders jou gepersonaliseerde advertenties voorschotelen op websites. Iets waar internetgiganten en kleinere marketeers miljarden mee verdienen.</p></div><div class="sc-eaf3008e-1 jynOom"><h2 class="sc-3c404ba4-0 gpPAAb">Individuele gebruikers</h2></div><div class="sc-eaf3008e-1 jynOom"><p class="sc-aa4bb49d-0 wPwyC" id="153599808191588">Google, dat wereldwijd samen met Facebook het grootste deel van de online advertentiemarkt in handen heeft, kondigde vorig jaar al aan deze <em>third party cookies</em> te gaan blokkeren, in navolging van browsers Safari en Firefox.</p></div><div class="sc-eaf3008e-1 jynOom"><p class="sc-aa4bb49d-0 wPwyC" id="344637399967489">Daar komt nu bij dat het bedrijf zegt ook geen alternatief te ontwikkelen om op een andere manier surfgedrag van individuele gebruikers in kaart te brengen.</p></div><div class="sc-eaf3008e-1 jynOom"><aside class="sc-80b5a29a-0 loBYSL"><p class="sc-aa4bb49d-0 wPwyC sc-80b5a29a-1 INXLR">Een tracking cookie, ook wel een volgcookie, is een klein bestandje dat bedrijven op je computer of telefoon plaatsen om je online te kunnen volgen van website naar website.</p><p class="sc-aa4bb49d-0 wPwyC sc-80b5a29a-1 INXLR">Als je veel websites bezoekt waar een adverteerder een cookie mag plaatsen, kan hij daarmee veel over jou te weten komen: bijvoorbeeld je interesses en wat voor producten je koopt. Hoe meer informatie er over je is, hoe meer je waard bent voor een adverteerder.</p><p class="sc-aa4bb49d-0 wPwyC sc-80b5a29a-1 INXLR">Consumenten en toezichthouders zijn steeds kritischer over de inzet van deze tracking, <a data-tracking="elementType=page|elementId=https://nos.nl/op3/artikel/2305556-zo-ziet-de-veiling-achter-een-cookiemelding-eruit.html|eventType=navigation|eventName=open" target="_self" href="https://nos.nl/op3/artikel/2305556-zo-ziet-de-veiling-achter-een-cookiemelding-eruit.html">of <em>third party</em> cookies</a>, omdat veel internetgebruikers er volgens hen niet bij stilstaan dat hun surfgedrag op deze manier wordt bijgehouden.</p></aside></div><div class="sc-eaf3008e-1 jynOom"><p class="sc-aa4bb49d-0 wPwyC" id="886034702309697">Nu is het niet zo dat Google in de toekomst geen gepersonaliseerde advertenties meer zal laten zien via Chrome: ze zullen alleen anders tot stand komen, zegt Rob van Eijk, directeur van denktank Future of Privacy Forum. "Waarschijnlijk met meer oog voor jouw privacy."</p></div><div class="sc-eaf3008e-1 jynOom"><p class="sc-aa4bb49d-0 wPwyC" id="298610075636186">Een van Googles ideeën voor een meer <em>privacy first web</em> is dat het geen advertenties laat zien op basis van individueel surfgedrag, maar op basis van jou als onderdeel van een groep gelijken (een technologie genaamd <a href="https://github.com/google/ads-privacy/blob/master/proposals/FLoC/FLOC-Whitepaper-Google.pdf" data-tracking="elementType=external-link|elementId=https://github.com/google/ads-privacy/blob/master/proposals/FLoC/FLOC-Whitepaper-Google.pdf|eventType=navigation|eventName=open" target="_blank">Federated Learning of Cohorts</a>). "Het is een andere manier van adverteren, maar met hetzelfde resultaat. Al is nog de vraag hoe die groep wordt gedefinieerd", zegt van Eijk.</p></div><div class="sc-eaf3008e-1 jynOom"><h2 class="sc-3c404ba4-0 gpPAAb">Moeilijker bereiken</h2></div><div class="sc-eaf3008e-1 jynOom"><p class="sc-aa4bb49d-0 wPwyC" id="743920872690274">De Bond van Adverteerders zegt dat de stap van Google een behoorlijke impact zal hebben op adverteerders. "De manier waarop de doelgroep wordt bereikt, verandert. Er moeten andere strategieën worden opgezet en het vraagt een andere manier van werken. Want hoe zorg je ervoor dat je nu nog de consument met relevante reclames bereikt?", zegt directeur Henriette van Swinderen. "Je wil natuurlijk niet iemand met goede ogen twintig bril-advertenties voorschotelen."</p></div><div class="sc-eaf3008e-1 fxUrHb"><blockquote data-testid="quote" class="sc-74a31237-0 iSHhRV"><div class="sc-74a31237-1 bgLZRw"><svg xmlns="http://www.w3.org/2000/svg" width="11" height="11" viewBox="0 0 11 11" aria-hidden="true" class="sc-74a31237-2 kTWpKL"><path fill="#fff" d="M.003 10.038V5.272Q-.028 4.244.297 3.34c.325-.904.521-1.132.914-1.589A5 5 0 0 1 2.62.614 5 5 0 0 1 4.401.038v2.056q-1.178.405-1.61 1.199c-.432.794-.434 1.179-.434 1.947h2.044v4.797H.003zm6.598 0V5.272a5.2 5.2 0 0 1 .294-1.932 5 5 0 0 1 .914-1.589A5.04 5.04 0 0 1 11 .038v2.056q-1.177.405-1.611 1.199c-.434.794-.434 1.179-.434 1.947H11v4.797H6.601z"></path></svg></div><p class="sc-aa4bb49d-0 wPwyC sc-74a31237-3 hRcBHs">Ik ben benieuwd of Google voet bij stuk houdt.</p><footer class="sc-74a31237-4 nTrvI">Rob van Eijk</footer></blockquote></div><div class="sc-eaf3008e-1 jynOom"><p class="sc-aa4bb49d-0 wPwyC" id="162285925582799">Met het blokkeren van de volgcookies zijn bovendien niet alle privacyzorgen van tafel, zegt Van Eijk, die regelmatig om tafel zit met Google. "Het gaat hier om plannen en die moeten nog worden uitgewerkt. De vraag is hoe. In de tussentijd zit Google om tafel met verschillende adverteerders die druk uitoefenen in de hoop dat ze voldoende informatie van websitebezoekers blijven krijgen. Ik ben benieuwd of Google voet bij stuk houdt."</p></div><div class="sc-eaf3008e-1 jynOom"><h2 class="sc-3c404ba4-0 gpPAAb">Meer macht</h2></div><div class="sc-eaf3008e-1 jynOom"><p class="sc-aa4bb49d-0 wPwyC" id="609005353993682">Dat de consument op iets verbeterende privacy na, weinig van de verandering zal merken, denkt ook Frederik Zuiderveen Borgesius, hoogleraar ict & recht aan de Radboud Universiteit. Hij merkt ook op dat Google hiermee meer macht krijgt.</p></div><div class="sc-eaf3008e-1 jynOom"><p class="sc-aa4bb49d-0 wPwyC" id="528184116589119">"Naast Facebook en Google zijn er talloze marketingbedrijven die geld verdienen via die <em>third party cookies</em>. Als zij hierdoor lastiger zaken doen en bijvoorbeeld failliet gaan, betekent dat dat het beetje concurrentie dat er nog is voor Google - op Facebook na - misschien wel verdwijnt."</p></div><div class="sc-eaf3008e-1 jynOom"><h2 class="sc-3c404ba4-0 gpPAAb">Goede pr</h2></div><div class="sc-eaf3008e-1 jynOom"><p class="sc-aa4bb49d-0 wPwyC" id="503017203612862">Bovenal is deze stap een kwestie van goede pr, zegt Zuiderveen Borgesius. "Google zal hier zelf niet slechter van worden. Sommigen bij Google zullen het daadwerkelijk fijn vinden om mensen te beschermen tegen de tracking van derde partijen. En de privacy van gebruikers wordt ook iets beter beschermd. Maar het is deels ook voor de bühne: het bedrijf toont zich hiermee van de pro-privacy kant."</p></div><div class="sc-eaf3008e-1 jynOom"><p class="sc-aa4bb49d-0 wPwyC" id="725358380903088">Ook de Bond van Adverteerders denkt dat de concurrentiepositie van Google wordt versterkt. "We begrijpen dat Google zoekt naar alternatieven voor de <em>third party cookie</em>s, want de maatschappelijke druk neemt toe. Maar je ziet ook dat de alternatieven die worden ontwikkeld vooral werken voor de klanten op het eigen platform. Het is aan ons om uit te zoeken hoe je ook op andere platforms zonder cookies privacy kunt garanderen en doelgroepen effectief kunt bereiken."</p></div><div class="sc-eaf3008e-1 jynOom"><p class="sc-aa4bb49d-0 wPwyC" id="490179570407906"><em>NOS Stories legt in deze video uit op welke manier bedrijven je in de gaten houden.</em></p></div><div class="sc-eaf3008e-1 hkQdI"><a data-testid="external-content-youtube" href="https://www.youtube.com/watch?v=uRGJXjQz6TA" rel="noreferrer noopener" target="_blank" data-tracking="eventType=navigation|eventName=open|elementType=social|elementId=https://www.youtube.com/watch?vuRGJXjQz6TA|nestType1=external-content|eventContext=youtube" class="sc-19ea3635-1 knAeaU"><div class="sc-67cf2978-0 dVctfw"><picture><source media="" sizes="(min-width: 786px) 786px, 100vw" srcSet="https://i.ytimg.com/vi/uRGJXjQz6TA/default.jpg 120w, https://i.ytimg.com/vi/uRGJXjQz6TA/mqdefault.jpg 320w, https://i.ytimg.com/vi/uRGJXjQz6TA/hqdefault.jpg 480w, 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type="application/json">{"props":{"pageProps":{"_sentryTraceData":"a20fe1f276d61211f2d9d84c2c3dc350-277cd641362d6c66-0","_sentryBaggage":"sentry-environment=production,sentry-release=a0f0b002977bd54352fe29cffe491c964342e986,sentry-public_key=3caf4fd1080f42859504caf5189fa266,sentry-trace_id=a20fe1f276d61211f2d9d84c2c3dc350,sentry-sampled=false","data":{"id":2371220,"bios":[],"type":"article","keywords":["third party cookies"],"title":"Met Googles afscheid van tracking cookies verandert voor consument weinig","description":"Het is niet zo dat Google in de toekomst geen (gepersonaliseerde) advertenties zal laten zien: ze zullen alleen anders tot stand komen. ","pills":[],"publishedAt":"2021-03-04T18:34:43+0100","modifiedAt":"2021-03-04T18:34:43+0100","shareImageSrc":"https://cdn.nos.nl/image/2021/03/04/720739/1024x576a.jpg","items":[{"id":"573119521394754","type":"text","text":"Een vakantiehuisje uitzoeken, spullen bekijken op Marktplaats: het gebeurt met tientallen volgcookies op je computer of smartphone. En precies die gaat Google vanaf 2022 blokkeren in Chrome, de meest gebruikte internetbrowser in Nederland en eigendom van Google."},{"id":"752875133706604","type":"text","text":"Door die cookies kunnen adverteerders jou gepersonaliseerde advertenties voorschotelen op websites. Iets waar internetgiganten en kleinere marketeers miljarden mee verdienen."},{"id":"451218382238492","type":"title","title":"Individuele gebruikers"},{"id":"153599808191588","type":"text","text":"Google, dat wereldwijd samen met Facebook het grootste deel van de online advertentiemarkt in handen heeft, kondigde vorig jaar al aan deze \u003cem\u003ethird party cookies\u003c/em\u003e te gaan blokkeren, in navolging van browsers Safari en Firefox."},{"id":"344637399967489","type":"text","text":"Daar komt nu bij dat het bedrijf zegt ook geen alternatief te ontwikkelen om op een andere manier surfgedrag van individuele gebruikers in kaart te brengen."},{"id":"438176162199102","type":"textbox","children":[{"id":59679976673403,"type":"text","text":"Een tracking cookie, ook wel een volgcookie, is een klein bestandje dat bedrijven op je computer of telefoon plaatsen om je online te kunnen volgen van website naar website."},{"id":365341175748338,"type":"text","text":"Als je veel websites bezoekt waar een adverteerder een cookie mag plaatsen, kan hij daarmee veel over jou te weten komen: bijvoorbeeld je interesses en wat voor producten je koopt. Hoe meer informatie er over je is, hoe meer je waard bent voor een adverteerder."},{"id":191349790543808,"type":"text","text":"Consumenten en toezichthouders zijn steeds kritischer over de inzet van deze tracking, \u003ca href=\"https://nos.nl/op3/artikel/2305556-zo-ziet-de-veiling-achter-een-cookiemelding-eruit.html\" data-tracking=\"elementType=page|elementId=https://nos.nl/op3/artikel/2305556-zo-ziet-de-veiling-achter-een-cookiemelding-eruit.html|eventType=navigation|eventName=open\" target=\"_self\"\u003eof \u003cem\u003ethird party\u003c/em\u003e cookies\u003c/a\u003e, omdat veel internetgebruikers er volgens hen niet bij stilstaan dat hun surfgedrag op deze manier wordt bijgehouden."}]},{"id":"886034702309697","type":"text","text":"Nu is het niet zo dat Google in de toekomst geen gepersonaliseerde advertenties meer zal laten zien via Chrome: ze zullen alleen anders tot stand komen, zegt Rob van Eijk, directeur van denktank Future of Privacy Forum. \"Waarschijnlijk met meer oog voor jouw privacy.\""},{"id":"298610075636186","type":"text","text":"Een van Googles ideeën voor een meer \u003cem\u003eprivacy first web\u003c/em\u003e is dat het geen advertenties laat zien op basis van individueel surfgedrag, maar op basis van jou als onderdeel van een groep gelijken (een technologie genaamd \u003ca href=\"https://github.com/google/ads-privacy/blob/master/proposals/FLoC/FLOC-Whitepaper-Google.pdf\" data-tracking=\"elementType=external-link|elementId=https://github.com/google/ads-privacy/blob/master/proposals/FLoC/FLOC-Whitepaper-Google.pdf|eventType=navigation|eventName=open\" target=\"_blank\"\u003eFederated Learning of Cohorts\u003c/a\u003e). \"Het is een andere manier van adverteren, maar met hetzelfde resultaat. Al is nog de vraag hoe die groep wordt gedefinieerd\", zegt van Eijk."},{"id":"404329632003147","type":"title","title":"Moeilijker bereiken"},{"id":"743920872690274","type":"text","text":"De Bond van Adverteerders zegt dat de stap van Google een behoorlijke impact zal hebben op adverteerders. \"De manier waarop de doelgroep wordt bereikt, verandert. Er moeten andere strategieën worden opgezet en het vraagt een andere manier van werken. Want hoe zorg je ervoor dat je nu nog de consument met relevante reclames bereikt?\", zegt directeur Henriette van Swinderen. \"Je wil natuurlijk niet iemand met goede ogen twintig bril-advertenties voorschotelen.\""},{"id":"580189264125869","type":"quote","text":"Ik ben benieuwd of Google voet bij stuk houdt.","author":"Rob van Eijk"},{"id":"162285925582799","type":"text","text":"Met het blokkeren van de volgcookies zijn bovendien niet alle privacyzorgen van tafel, zegt Van Eijk, die regelmatig om tafel zit met Google. \"Het gaat hier om plannen en die moeten nog worden uitgewerkt. De vraag is hoe. In de tussentijd zit Google om tafel met verschillende adverteerders die druk uitoefenen in de hoop dat ze voldoende informatie van websitebezoekers blijven krijgen. Ik ben benieuwd of Google voet bij stuk houdt.\""},{"id":"614547506146609","type":"title","title":"Meer macht"},{"id":"609005353993682","type":"text","text":"Dat de consument op iets verbeterende privacy na, weinig van de verandering zal merken, denkt ook Frederik Zuiderveen Borgesius, hoogleraar ict \u0026amp; recht aan de Radboud Universiteit. Hij merkt ook op dat Google hiermee meer macht krijgt."},{"id":"528184116589119","type":"text","text":"\"Naast Facebook en Google zijn er talloze marketingbedrijven die geld verdienen via die \u003cem\u003ethird party cookies\u003c/em\u003e. Als zij hierdoor lastiger zaken doen en bijvoorbeeld failliet gaan, betekent dat dat het beetje concurrentie dat er nog is voor Google - op Facebook na - misschien wel verdwijnt.\""},{"id":"142961766705407","type":"title","title":"Goede pr"},{"id":"503017203612862","type":"text","text":"Bovenal is deze stap een kwestie van goede pr, zegt Zuiderveen Borgesius. \"Google zal hier zelf niet slechter van worden. Sommigen bij Google zullen het daadwerkelijk fijn vinden om mensen te beschermen tegen de tracking van derde partijen. En de privacy van gebruikers wordt ook iets beter beschermd. Maar het is deels ook voor de bühne: het bedrijf toont zich hiermee van de pro-privacy kant.\""},{"id":"725358380903088","type":"text","text":"Ook de Bond van Adverteerders denkt dat de concurrentiepositie van Google wordt versterkt. \"We begrijpen dat Google zoekt naar alternatieven voor de \u003cem\u003ethird party cookie\u003c/em\u003es, want de maatschappelijke druk neemt toe. Maar je ziet ook dat de alternatieven die worden ontwikkeld vooral werken voor de klanten op het eigen platform. 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