Third-party Cookie Deprecation on Chrome? Google Changes Course!
Posted: Wed Dec 04, 2024 5:45 am
Google is preparing to write a new chapter in the history of the so-called cookie deprecation : after the last update in which it had extended the deadline for eliminating third-party cookies on Chrome to 2025, it has made a U-turn and in a post on its official blog it announces its intention to no longer eliminate third-party cookies , but on the contrary to introduce a new browsing experience that is based on informed choices by users .
The announcement comes directly from the words of Anthony Chavez, Vice President of Product Management at Google, regarding an update on Privacy Sandbox, the ambitious project list of albania consumer email launched by Google in 2019 to find an alternative solution to third-party cookies that could guarantee better privacy for the entire web and, at the same time, still allow effective tracking activities for advertising purposes.
The news has already made the rounds on the web: Google's new initiative is already on the table of many regulatory bodies such as the Competition and Markets Authority (CMA) and the Information Commissioner's Office (ICO) of the United Kingdom, and will soon involve stakeholders in the sector, but for the moment no details have been provided, much less specifics on activation times.
Google Privacy Sandbox: The Beginning of a New Journey
Google’s announcement that it will no longer permanently eliminate third-party cookies on Chrome has been made official as a new path within the Google Privacy Sandbox project .
google privacy sandbox
Chavez emphasized in the news release, the company's desire to continue developing the project itself: despite the most recent reservations expressed by regulatory bodies and some technical criticalities encountered, the Privacy Sandbox APIs have expressed enormous potential .
The project is still being refined, it is requiring significant work from many participants and for this reason Google seems to have wanted to adopt a new approach focused on user choice.
Google Privacy Sandbox will continue anyway, there will be further developments, because as we read in the note itself, the goal remains that of wanting to invest in improving privacy and utility.
This change of direction by Google, also read in light of the continuous extensions, reflects the difficulties of balancing different needs and interests, users on one side, advertisers and publishers on the other.
There is no end yet to this story full of twists and turns; the future is yet to be written.
While the advertising world can breathe a sigh of relief, at least for now, it remains to be seen how the Sandbox project will evolve and what scenarios will open up if users choose not to accept cookies.
The announcement comes directly from the words of Anthony Chavez, Vice President of Product Management at Google, regarding an update on Privacy Sandbox, the ambitious project list of albania consumer email launched by Google in 2019 to find an alternative solution to third-party cookies that could guarantee better privacy for the entire web and, at the same time, still allow effective tracking activities for advertising purposes.
The news has already made the rounds on the web: Google's new initiative is already on the table of many regulatory bodies such as the Competition and Markets Authority (CMA) and the Information Commissioner's Office (ICO) of the United Kingdom, and will soon involve stakeholders in the sector, but for the moment no details have been provided, much less specifics on activation times.
Google Privacy Sandbox: The Beginning of a New Journey
Google’s announcement that it will no longer permanently eliminate third-party cookies on Chrome has been made official as a new path within the Google Privacy Sandbox project .
google privacy sandbox
Chavez emphasized in the news release, the company's desire to continue developing the project itself: despite the most recent reservations expressed by regulatory bodies and some technical criticalities encountered, the Privacy Sandbox APIs have expressed enormous potential .
The project is still being refined, it is requiring significant work from many participants and for this reason Google seems to have wanted to adopt a new approach focused on user choice.
Google Privacy Sandbox will continue anyway, there will be further developments, because as we read in the note itself, the goal remains that of wanting to invest in improving privacy and utility.
This change of direction by Google, also read in light of the continuous extensions, reflects the difficulties of balancing different needs and interests, users on one side, advertisers and publishers on the other.
There is no end yet to this story full of twists and turns; the future is yet to be written.
While the advertising world can breathe a sigh of relief, at least for now, it remains to be seen how the Sandbox project will evolve and what scenarios will open up if users choose not to accept cookies.