Tech companies are increasingly concerned about user privacy. Thinking about it, the Googleannounced that it intends to block third-party cookies that can track and monitor users on many different websites. This claim was announced in 2020. Initially, the intention was to complete the change in two years.
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However, even three years after the announcement, the changes have not yet become a reality. Criticism from competitors and privacy advocates stymied the initiative. These entities want to know whether the company will give preference to its own advertisements.
Google resumes the proposal
Recently, Google said that when Chrome 115 is released in July, support will be included in the browser. It will be a set of Privacy Sandbox replacements, for companies to test the change on a larger scale. The update won't turn on for everyone, but users can do this in a test or turn on flags from the browser itself before it becomes standard.
The information was posted on the Chrome Developers blog and has all the details of the technology that Google intends to launch soon. The list includes the Topic API which presents advertisers with some data about what users might be interested in based on their activity and the FLEDGE tool for “serving remarketing and custom audiences”, which has been renamed Protected Audience, to name a few from them. That's what The Verge says.
Less data sharing
In addition, Google also points out that it has already worked to reduce browser data that is passively shared. This helps prevent fingerprinting and credential management.
There's also an update later this year that should allow developers to simulate the "default of third-party Chrome cookies” for up to 10% of Chrome browsers, so they can test what it will look like when released.
Goal for next year
In July 2022, Google announced a goal by the end of 2024 to disable third-party cookies. The company says it will “continue to work closely with the CMA” as it expands beyond 1% of Chrome users in the second half.
