The Google team shared their plans to increase privacy at a time when advertising has become essential in online content.
While they acknowledge that they have advanced in the work that web browsers do to protect users from advertising tracking, they also admit that it has brought other consequences that undermine user privacy:
With fingerprints, developers have found ways to use small pieces of information that vary between users (…) to generate a unique identifier that can then be used to match a user across all websites. Unlike cookies, users cannot delete their fingerprint and, therefore, cannot control how their information is collected.
However, they also recognize that advertising makes it possible for content to be delivered free of charge to users. So they are working on a new line that creates a balance between the dynamics of advertising and user privacy.
To do this, they will work on new standards to improve online privacy. The idea is that websites have to respect different requirements to request information (always limited) from users. This is a great challenge so they pose it as a long-term project.