Google Chrome will end third-party cookies in the near future
It's been on the horizon for a while and is now there It's finally here - Google has revealed its plans to eliminate third-party cookies from Chrome.
December 16, 2023 06:23
The search giant has had its time. They're 4 years ahead of Firefox and Mozilla's Firefox browser as well as Apple's Safari browser, but with their new user tracking system, called 'Privacy Sandbox and 'Privacy Sandbox' installed it's time to stop the tracking of cookies in Chrome completely and forever.
When will cookies from third parties be removed from Chrome?
In just a few weeks According to the most recent version of Google.
In a blog post on the 4th of December (Dec.14), Anthony Chavez the vice president for Privacy Sandbox wrote: "On January 4, we'll start testing Tracking Protection, a brand new feature that blocks cross-site tracking by limiting website access to third-party cookies automatically.
"We'll introduce this to 1 percent of Chrome users around the world, which is an important milestone in the Privacy Sandbox initiative that will eliminate third-party cookies for all users in the second quarter of 2024, subject to the resolution of any remaining concerns about competition from Britain's Competition and Markets Authority (CMA)."
What do third-party cookies serve to do and why is it important?
Third-party cookies are tiny pieces of information stored in your browser by websites different from the one you're currently on. They are generated by third-party organizations or domains that aren't the main website you're working with. They're used to provide personalized marketing and web analytics by monitoring user behavior across various websites.
The removal of cookies is important to online companies because cookies can help websites make money through targeted ads. Achieving targeted ads means better advertising engagement, which results in more money for publishers, advertisers, as well as online platforms.
Google's plan to eliminate third-party cookies from Chrome - the most used web browser - is not going to go unchallenged. Several antitrust investigations by both the CMA and the EU Commission and the CMA are in progress.
Many advertisers depend on cookies to earn their money and their work will get more difficult shortly. Publishers are also concerned. It is becoming more difficult to monetize websites, and ad revenue decreases. This could lead to an increase in the quality of content that we find on the internet. Or, more likely, we'll witness more publishers moving to subscription-based models and an increased emphasis on first-party data collection - which is often done via registration on websites.
What about the small person, the average internet browser? For them, the removal of third-party cookies brings many positives. First, we are now harder to trace( "harder" but it's not impossible). In addition, it fulfills the increasing demands of consumers to be more secure with their data.
What's Google Chrome's latest "Tracking Protection"?
It's the function that stops sites from setting up third-party cookies that track you when you browse the internet.
Google has stated that we will not receive everything at once. Participants will be selected randomly and receive an email when they open Chrome on their desktops or Android.
As time goes by, it will be made available to increasing numbers of users.
