In order to get issues right for all types of users and web publishers, Google has decided to wait until December 2023 to blocked third-party cookies from Chrome.
Since cookies were invented by a Netscape engineer in 1994, they’ve always been used as a tool to gather third-party knowledge about customers that is not acquired directly from customers due to the websites they visit online. Since business entrepreneurs and advertisers have gained access to this information, they will use it to provide targeted advertisements to customers.
Google disclosed in 2014 that third-party cookies are additionally used to create customer profiles, which can lead to unwanted tracking.
To facilitate this effort, Google has implemented a new tracking system called Federated Learning of Cohorts (FLoC) that utilises both cookie-based and user-based systems to cluster thousands of internet users into cohorts based on their browsing habits. FLoC has faced opposition from other browser makers and technology firms, and it is likely that Google’s resistance to removing third-party cookies is due to this.
Private internet sandbox
In order to protect user privacy while also giving web publishers the opportunity to earn money, Google is planning to block third-party cookies in its Privacy Sandbox initiative.
In a new blog post, Chrome privacy engineering director Vinay Goel explains that blurring the distinction between third-party and company cookies can inadvertently harm the business strategies of many net publishers. A means of getting around blocking cookies is for corporations to engage in additional intrusive tactics, for instance, fingerprinting.
Up to this point, browser manufacturers and Google have given you more than 30 cookie-removal suggestions. The newly added target is to have different varieties of it available for deployment by the end of 2022, in order for the developer community to begin incorporating it. The third-party cookie period could begin in mid-2023 and last until the end of 2023, depending on how Chrome responds to our research.
Users of Google’s Privacy Sandbox site will be provided with a constantly-updated schedule, which allows programmers and publishers to plan their testing and migration schedules.
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