Google is further delaying its plan to remove third-party cookies from Chrome.

Google said it needed more time to review new Privacy Sandbox tools designed to replace ad trackers considered too intrusive. The American company plans to delete third-party cookies on Chrome in the second half of 2024 and not in 2023.

However, these ad trackers are expected to end in 2019 and disappear in 2022 and then 2023. Now, Google plans to eliminate third-party cookies on Chrome in the second half of 2024.

The announcement comes as the US company, which takes place on July 27, 2022, explained that it wants to expand testing for the Privacy Sandbox. The program was designed to offer an alternative to advertising targeting deemed too intrusive.

A decision taken by the authorities.

Google plans to remove third-party cookies in the second half of 2024.
Source: ZD Net

Earlier this year, the UK’s Competition and Markets Authority (CMA) upheld Google’s legally binding commitment to ensure this new cookie policy does not abuse competition law.

Indeed, the company has specifically committed to applying the same rules to its products as third-party companies and to informing the UK authority of future changes.

After this validation, the American company began testing on its Privacy Sandbox. Google assures, through its Vice President of Privacy Sandbox Anthony Chavez, that it is necessary to:

“Having more time to evaluate and test the new technologies offered in the Privacy Sandbox. »

In addition, Google also ensures that this complies with the requirements of the British authority for these technologies to be effective and protect user privacy. In fact, companies have plenty of time to use these new tools.

Currently, Privacy Sandbox has three APIs available to developers. Topics associate each user with a theme based on three weeks of browsing.

Indeed, the Feldge device targets the advertising auction process, relying on a “trusted third party” server. And also to store all auction data and budgets for an advertising campaign. Finally, attribution reports measure when a click or ad view results in a conversion.

Accelerated testing.

Google wants to have access to various Privacy Sandbox APIs in Chrome by Q3 2023.
Source: Nextren – Grid.ID

Anthony Chavez pointed out that:

Developers can already test these APIs today, and beginning in early August Privacy Sandbox trials will expand to millions of users worldwide, and we will gradually increase the trial population throughout the year and until 2023.

On the European economic level, users must obtain their consent before being included in the test. For other countries, users must notify Google if they do not wish to participate in the test.

Google wants to have access to various Privacy Sandbox APIs in Chrome by the third quarter of 2023. However, it plans to remove third-party cookies in the second half of 2024.

Indeed, several press groups have appealed against the new policy, whose sale of targeted advertising space is one of their main sources of income.

Third-party cookies, what’s the problem?

Third-party cookies are one of many tracking technologies provided by third parties such as Google. For this you can use on your website to take advantage of analytics solutions. Additionally, you can also take advantage of social media marketing platforms and integrations.

However, third-party cookies are not just for you and your website. In fact, they also serve their suppliers, and the entire AdTech industry revolves around massive data collection, analytics, and real-time bidding.

In exchange for optimized services on your website, several third-party cookies accumulate large amounts of personal data from your users. Then they are sent, exchanged and sold in the online advertising sector.

Indeed, the personal data collected by third-party cookies includes personal IP addresses, search and sensitive browsing history, specific device details and particular information about health, family, political beliefs, beliefs. nuns, etc

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