It had already been postponed in the year 2021, when the elimination of third-party cookies was supposed to become a reality by the beginning of this year, however, lTo date, it has been run again for two more years.
With this, the big advertisers and marketing companies in the world will have some more time to finish adapting to what will be the new strategies for generating advertising content on the web.
Google has been developing and implementing different updates to protect the privacy and integrity of Internet users, which meant that companies do not finish adapting to these new data protection trends, requiring additional time.
“The most consistent feedback we have received is the need for more time to evaluate and test new Privacy Sandbox technologies before deprecating third-party cookies in Chrome.” said Anthony Chavez, VP of Privacy Sandbox at Google in a post on the company’s blog.
“As developers adopt these APIs, we now intend to begin phasing out third-party cookies in Chrome in the second half of 2024,” he stated.
Cookies are small pieces of code that websites send to a visitor’s browser and are kept while the person visits other sites. The practice has fueled much of the digital advertising ecosystem and its ability to track users across multiple sites to target ads.
This new decision to postpone the change in cookie policies for another two years comes just wheno Advertising and e-commerce companies have been affected by changes to the features and privacy settings of Apple’s operating systemso this new decision by the technology company gives them a break to continue adapting to the new digital marketing paradigms.
To the above is added that in the Google blog post, Chaves explained that the company is also expanding the testing possibilities for the Privacy Sandbox APIs, which is a plan put into operation in 2019 to find alternatives to cookies and reduce impact among merchants.
even andLast year, after advertisers raised concerns about the changes, Google said it was “extremely confident” in third-party alternatives.
Firefox, on the other hand, is another browser that has prevented third-party cookies from tracking while browsing the web.
So, the company has announced that it will enable Total Cookie Protection by default, a feature that will prevent companies from tracking user behavior while browsing the web. This is made possible by using a technique that restricts cookies to the website where they are created so that they cannot be tracked when you open another website.
Firefox will no longer let cookies track user behavior on the web
Mozilla ensures that no website can access external cookie containers, so user privacy is guaranteed.
Total Cookie Protection is an evolution of Tracking Protection, an option launched in 2015 as part of Firefox’s private browser that blocks ads, analytics trackers, and proprietary behavioral analysis social buttons and collects data without you noticing.
