Google’s plan Place third-party cookies in your Chrome browserIt was announced on Monday, after years of promises to phase out these small packets of code used to track users across the internet.
He Significant change of posture it’s because Advertisers’ concerns -the company’s biggest source of income-, who claim that the loss of cookies in the world’s most popular browser would limit its ability Collect information to personalize adsWhich made them dependent on Google’s user database.
The UK Competition and Markets Authority had also criticised Google’s plan over fears it would stifle competition in digital advertising.
“In Instead of removing third-party cookies, we’ll introduce a new experience in Chrome “That allows people to make an informed decision that applies to all of their web browsing, and they can adjust that choice at any time,” Anthony Chavez, vice president of the Google-backed Privacy Sandbox initiative, said in a blog post.
React hooks useEffect and useCallback are a headache for developersGoal: Improve privacy
Since 2019, the Alphabet unit has been working on the Privacy Sandbox initiative, which aims to improve online privacy while supporting digital businesses with one key goal: Deleting third-party cookies,
Cookies are packets of information that allow websites and advertisers to identify individual Internet users and track their browsing habits, but they can also be used for unwanted surveillance.
In the European Union, the use of cookies is governed by the General Data Protection Regulation (GDPR), which It stipulates that publishers must obtain explicit consent from users to store their cookies.The main browsers also offer the possibility to delete cookies.
Chavez said Google is working with regulators such as the UK CMA and the Information Commissioner’s Office, as well as publishers and privacy groups, on the new approach while continuing to invest in the Privacy Sandbox program. There was a mixed response to this announcement.“Advertising stakeholders no longer have to be willing to give up third-party cookies cold turkey,” said Evelyn Mitchell-Wolf, an analyst at eMarketer.
Fear and doubt over Kamala Harris’ close ties with Silicon Valley eliteLena Cohen, a technologist at the Electronic Frontier Foundation, said that Cookies can harm consumersFor example, with predatory ads that target vulnerable groups. “Google’s decision to continue allowing third-party cookies, despite the fact that other major browsers have blocked them for years, is a direct result of its advertising-based business model,” Cohen said in a statement.
