SAN FRANCISCO  - Google’s browser privacy could use more cover. Chrome’s owner lags both Mozilla’s Firefox and Apple’s Safari in trying to make the web less creepy. The prospect of losing revenue may explain the Alphabet unit’s resistance to blocking certain ad trackers.

Chrome provided a flimsy excuse for why it won’t do more to protect its users. In August, its engineering director argued blocking cookies, which are text files of data that allow advertisers to target online consumers, would only encourage more opaque tracking techniques like digital fingerprinting. That method relies on information about a person’s device to push relevant ads. That’s why the most popular web browser still permits the offending cookies, albeit with limitations.

Increasing privacy would hurt a big source of sales for Google, which raked in more than $100 billion from Madison Avenue last year. The rate of growth is already under pressure thanks to competition from Amazon. It’s still the top digital ad player but its global share is expected to be flat over the next few years, according to eMarketer.

Safari and Firefox can afford to do more on privacy. Mozilla is a nonprofit while Apple relies on selling hardware like the iPhone. In August Safari threatened to put further restrictions on sites that try to circumvent its anti-tracking measures. Firefox is testing a version of its product that would block digital fingerprinting and third-party tracking cookies as a matter of course.

The two are less influential given Chrome’s dominance. But almost 60% of Americans say online privacy has become a crisis, according to a SurveyMonkey poll in March. It’s also an increasing focus of regulators. On Thursday, California Attorney General Xavier Becerra proposed additional regulations as part of the state’s new privacy law, including requiring web sites and apps to include a “Do Not Sell My Info” link.

That gives Safari and Firefox a competitive advantage. The market share for Google’s browser has fallen from 65% in January to 59% in September, according to W3Counter statistics. If more users abandon Chrome, Google is likely to find privacy at the top of its search results.

 

CONTEXT NEWS

- California Attorney General Xavier Becerra on Oct. 10 proposed additional regulations as part of the state’s new privacy law that is scheduled to go into effect on Jan. 1. As part of the rules, websites and apps would be required to include a “Do Not Sell My Info” link.

- Separately, Mozilla’s Firefox browser is testing a version of its product that would block digital fingerprinting, which relies on information about a user’s device to target advertising. On Sept. 3, Firefox announced that it would block third-party tracking cookies by default on its desktop and Android versions. Cookies are text files of information stored by websites accessed by a user and are the primary way that ads track and target consumers.

- In August, Apple announced that circumventing its two-year-old anti-tracking measures on Safari could result in additional restrictions. In that same month, Google said large-scale blocking of cookies would undermine privacy by encouraging more opaque techniques like fingerprinting, which it aims to block. It has proposed a “privacy budget” system in which web sites can obtain user data from a browser, but it is capped to avoid revealing a person’s identity. Chrome still allows tracking cookies but has improved their classification and transparency about their use.

 

(Editing by Jennifer Saba and Amanda Gomez) ((gina.chon@thomsonreuters.com; Reuters Messaging: gina.chon.thomsonreuters.com@reuters.net))