For the second time since it launched its proposal to control the use of cookies on its platform, Google postpones its implementation to 2024
Google says it needs more time to build and test its ostensibly privacy-friendly ad technology, marketed as “Privacy Sandbox”. As a result, the advertising industry delayed its earlier plan to block the cookies from third parties that steal privacy in Chrome until 2024.
It was in January 2020 that Google announced its intention to phase out support for third-party cookies by 2022.
Remember that cookies are files created by websites on their visitors’ computers. Third-party cookies are set to serve companies affiliated with the website publisher and, in addition to less objectionable uses, can be used to track users as they visit different websites, which could violate expectations of confidentiality. .
Google postpones its cookie policy for the second time to 2024
Google recognizes the need to heed the call for online privacy, but remains committed to preserving its ability to target ads. For it, chocolate factory designed the browser APIs Chromium as Topics there ENVIRONMENT as part of its Privacy Sandbox initiative “so publishers and developers can provide free content and grow their business while maintaining privacy.”
In other words, Chrome will place third-party cookies, but will still provide Privacy Sandbox-branded mechanisms that website owners and publishers can use to better understand people who visit their pages so they can be targeted by ads.
Why Google’s delay
Things didn’t go as planned. In June 2021, Google delayed deleting cookies until 2023 due to objections from ad-tech competitors who raised competition concerns with regulatory agencies and issues in achieving its vision of Privacy sandbox.
The American megacorporation’s Federated Learning Cohort (FLoC) API, for example, did not deliver the promised privacy. Researchers found it could be used to track people. So Google reworked its code and created a successor called Themes, which began testing in April alongside the FLEDGE API. Other Privacy Sandbox APIs, such as the Fenced Frames API and the Federated Credentials Management API, are also currently being tested through a browser testing process called origin testing. In August, Google hopes to make these APIs more widely available and continue testing over the next year.
Timeline of the Google project with cookies
Wednesday, Antoine Chavezvice president of Google Privacy Sandbox, said developers, publishers, marketers and regulators have asked for more time to evaluate and test Privacy Sandbox technology before the company drops support for third-party cookies in its Chrome browser, The Register.
“This deliberate approach to the transition from third-party cookies ensures that the web can continue to thrive, without relying on cross-site tracking identifiers or secret techniques such as fingerprinting,” Chavez said.
Chavez said Privacy Sandbox APIs should be generally available in Chrome by Q3 2023. “As developers embrace these APIs, we now intend to begin removing third-party cookies in Chrome in Q3 half of 2024,” he said. said.