Google pushes back third-party cookie block until 2023
A Privacy Sandbox feature for Google Chrome that would block third-party cookies has been delayed by a year, over what the company says is concern for advertisers.
Google delays third-party cookie deprecation
After Apple released a series of features to prevent tracking users across apps and the web, Google announced a similar initiative. The Privacy Sandbox for Google Chrome was meant to end the use of third-party cookies and provide new privacy-first technologies to users.
In a blog post from Google, the company says that the initiative will need to be delayed since "it's become clear that more time is needed across the ecosystem to get this right."
Google believes that the ecosystem of developers and companies needs time to create the tools and prepare for the transition.
The company hopes to work with the web community to create improved tools for ad delivery. At the same time, it says that it wants to maintain user privacy and control. The key technologies for the development of new tools will be available by late 2022.
Chrome will then begin phasing out third-party cookies in mid-2023 in accordance with the UK Competition and Markets Authority. The two-stage approach of development and deployment of new technologies will give the industry time to adapt to the changes.
Google will provide a schedule for the release of the Privacy Sandbox technologies on a dedicated website. Users, however, will be waiting until late 2023 for the privacy features to be in full effect.
Keep up with everything Apple in the weekly AppleInsider Podcast -- and get a fast news update from AppleInsider Daily. Just say, "Hey, Siri," to your HomePod mini and ask for these podcasts, and our latest HomeKit Insider episode too.If you want an ad-free main AppleInsider Podcast experience, you can support the AppleInsider podcast by subscribing for $5 per month through Apple's Podcasts app, or via Patreon if you prefer any other podcast player.
Google delays third-party cookie deprecation
After Apple released a series of features to prevent tracking users across apps and the web, Google announced a similar initiative. The Privacy Sandbox for Google Chrome was meant to end the use of third-party cookies and provide new privacy-first technologies to users.
In a blog post from Google, the company says that the initiative will need to be delayed since "it's become clear that more time is needed across the ecosystem to get this right."
Google believes that the ecosystem of developers and companies needs time to create the tools and prepare for the transition.
The company hopes to work with the web community to create improved tools for ad delivery. At the same time, it says that it wants to maintain user privacy and control. The key technologies for the development of new tools will be available by late 2022.
Chrome will then begin phasing out third-party cookies in mid-2023 in accordance with the UK Competition and Markets Authority. The two-stage approach of development and deployment of new technologies will give the industry time to adapt to the changes.
Google will provide a schedule for the release of the Privacy Sandbox technologies on a dedicated website. Users, however, will be waiting until late 2023 for the privacy features to be in full effect.
Keep up with everything Apple in the weekly AppleInsider Podcast -- and get a fast news update from AppleInsider Daily. Just say, "Hey, Siri," to your HomePod mini and ask for these podcasts, and our latest HomeKit Insider episode too.If you want an ad-free main AppleInsider Podcast experience, you can support the AppleInsider podcast by subscribing for $5 per month through Apple's Podcasts app, or via Patreon if you prefer any other podcast player.
Comments
No, thanks. Safari is just so limited that it's not funny. If all you do is surf the same old sites, I suppose it's fine. I use Firefox with a judicious mix of extensions, best option for power users and abusers. Best one in this case is Privacy Badger, which I also have installed in Chrome. Gives me very granular control over third-party cookies and content. Cookie Autodelete (also available for both browsers but not Safari) deletes cookies after I leave a site I haven't whitelisted, so that helps, too.
The less data Google collects, the less they can sell guaranteed sales to advertisers, the less advertisers pay for ads.
Now would Facebook suddenly feel exposed from a business perspective? That's possible. Google not so much IMO.
when it’s all put together they can forecast your purchasing, forecast how many times you must see a specific ad to make the purchase..
Those are incredible metrics that provide Google the ability to charge X rates. They are able to deliver Y sales.
If all the data aggregators and advertising companies are on the same then footing advertising won't suddenly become half-pric, and Google's ad placement services will still be more valuable than most. That's the part YOU don't understand.
FWIW personalized ads are an area where Apple too is trying to put its foot back in the door. See recent news about AppStore personalized ad efforts in China, on top of targeted ads they place in front of you here in the US. Yeah, Apple sees the value of personalized ads and monetizing user data too. While iAD might have been retired Apple isn't totally out of the game.