Google had been researching towards the practices followed in cookie privacy policies and is destined to make changes in its privacy policies to suit the user needs. Cookie Privacy works at client and server both the terminals. Cookie lifetime was major issue to be taken care of. Cookie helps the search engine to get the preferences of a user like the setting for language, number of results on a page, Safe search settings etc. Google uses the ‘PREF’ cookies for remembering the information related to a user.
Users from Europe and US had been complaining of cookie history stored by Google that has been creating privacy problems. User has the option for deleting the cookies on his machine depending upon his needs, but Google wished to have a certain life time limit for a cookie and define the expiry of a cookie stored by Google ad.
According to the new privacy practices news, Google will employ shorter expiration rate in its ad-serving tests. The time limit will be 18 months for removing the user information for the cookies .The information like IP Address and cookie ID number of the users to Google will not be stored or get anonymous after 18 months. This new announcement will allow people to opt out of the test ad-serving cookie if they wish to.
Google in working on ideas like
* Google will set up the ‘crumbled cookies’ so that the data related to the identifying number also called the Cookie ID number will be broken into different cookies to disseminate the ad history of the user.
* Google will provide attention grabbing notices with in ads to make the users know who has been putting up the ad and what information of the user is getting stored through the ad.
* Google will acknowledge feedback from the users to understand the likings and dislikes of users for a certain kinds of ads.
According to the Google they have been experimenting and testing ways to deliver relevant and new kinds of ads. They have been testing the various ad-serving technologies to know the pros and cons of such online technology. Google is trying to find innovative ways to store the user information so the privacy of user is not affected.
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