The company has announced that it needs more time to work alongside the competent authorities and find valid alternatives to cookies for online marketing
Google announced in recent days that will postpone to 2023 the blocking of third-party cookies from its Chrome browser, initially planned for 2022. I cookie track user activity and allow advertisers to target the online advertising.
The company said the decision is “Subject to our commitment to the UK Competition and Markets Authority (Cma)”, explaining the delay with the need to work more closely with the regulatory authority to find new technologies to replace third-party cookies to be used in advertising.
Third-party cookies are already blocked by Mozilla, Apple and Microsoft, but Google’s is the most used browser in the world. According to GlobalStats, Chrome has a 65% market share worldwide. Critics say Google’s ban will force ad sellers to instead go directly to the tech giant for this information, giving it a competitive advantage.
Second The Verge, This is why Google stands between a rock and a hard place at the moment: “The more you stop third-party tracking, the more it hurts other advertising companies and potentially increases its domain in inventory. The less Google stops tracking, the more likely it is to be targeted for failing privacy protected of users “.
Google plans to replace the system with another of Google’s design, which it claims is better for privacy but still allows marketing. These efforts are grouped under the name of P.rivacy Sandbox and are already being examined by the competent authorities.
The most ambitious proposal is that of Federated Learning of Cohorts technology, or Floc to create user groups demographically similar in a semi-anonymous system that advertisers could use to target ads. The Floc technology, however, has not received many favorable opinions for now.
Google has promised that a more detailed schedule will be posted on the Privacy Sandbox web page. Meanwhile, it has set the roadmap for blocking cookies. The plan for Chrome is “Phase out support for third-party cookies in two stages: Phase 1 (starting late 2022): Once testing is complete and APIs launched in Chrome, we will announce the start of Phase 1. During Phase 1, publishers and the advertising industry will have time to migrate their services “.
Google expects this phase to last nine months and ensures that it will carefully check adoption and feedback before moving on to phase two. At this stage, starting in mid-2023 “Chrome will phase out support for third-party cookies for a three-month period that will end at the end of 2023”.