by In a move to prioritize user privacy and address privacy concerns, Google has started to restrict third-party cookies for certain users of its popular web browser Chrome. This is the initial step towards completely phasing out these files that have long been a subject of debate in terms of privacy encroachments.
Announcing its plans to eliminate cookies in 2020, Google highlighted the need for approval from the Competition and Markets Authority (CMA) in the UK to ensure that the removal of third-party cookies does not have an adverse impact on other businesses.
Chrome’s strategy involves gradually restricting third-party cookies as part of their testing phase, initially for one percent of Chrome users, and then expanding to cover 100 percent of users by the third quarter of 2024. This phased approach aims to assess the impact of these restrictions in a controlled setting.
Cookies, which are small files used to track and target advertising based on web navigation, have faced stringent regulation in recent years. The European Union’s General Data Protection Regulation (GDPR), introduced in 2016, and various regulations in California have placed limitations on the use of cookies to protect user privacy.
Third-party cookies, specifically, are cookies placed by websites other than the one being visited by the user, and it is these cookies that are subject to restriction.
Google had initially announced their plans to eliminate third-party cookies within a two-year timeline starting in January 2020. However, the implementation has faced several delays.
As an alternative system to tracking individual users, Google has been developing a method called Federated Learning of Cohorts (FLoC). This system uses audience segments called FLoCs, which group together hundreds or thousands of people based on their shared interests and browsing habits. This approach aims to provide advertisers with the ability to target specific cohorts without compromising individual privacy.
While the elimination of third-party cookies by Google is a significant step forward in protecting user privacy, it is also crucial to strike a balance that allows businesses to continue reaching their target audiences effectively. With the ongoing scrutiny from regulatory bodies, further discussions are expected to take place to ensure a fair and privacy-conscious digital advertising ecosystem.
Google’s phased approach suggests a thoughtful and cautious transition toward a more privacy-oriented web browsing experience. By addressing concerns associated with third-party cookies, Google hopes to pave the way for a more secure and data-conscious internet future.
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1. Source: Coherent Market Insights, Public sources, Desk research
2. We have leveraged AI tools to mine information and compile it
