Third-party cookies make targeted advertising possible on the modern internet. Powering these allows advertisers to track online movements between sites, uniquely identify people, and also collect data about their interests. Considering the power they wield and the level of insight they can provide into user movements, it’s no wonder third-party cookies are a target of privacy advocates. Google promised to remove third-party cookies in the Chrome internet browser in 2020. However, the company, which has been constantly postponing this, seems to have finally given up on it.
The article published on the company’s Privacy Sandbox blog, signed by Google Vice President Anthony Chavez, includes the following statements on the subject: “We recommend an updated approach that increases user choice. “Instead of deprecating third-party cookies, we will deliver a new experience in Chrome that allows people to make an informed choice that applies throughout their web browsing, and they can adjust that choice at any time.”
Google never wanted to completely eliminate ads from the web, and instead focused on finding a middle ground that protected end-user privacy while giving advertisers the tools to target effectively. In the years since this project started, there have also been some interesting attempts to transform privacy into an improved form, such as a cookie tracking system. Earlier this year, Google launched its largest-scale initiative yet to block third-party cookies by default. However, the latest statement shows that the tests did not go as the company planned.
So what does Google do when it can’t deprecate third-party cookies? The internet giant does not currently provide information on this issue. But the approach, which the company calls “informed choice,” could be about more granular controls over who sees what kind of data in the future. A future update may introduce a solution to private browsing such as IP address anonymization. In addition, users can currently turn off third-party cookies. However, it should be noted that this may disrupt the way some sites work.
Google may attract the reaction of regulatory authorities with its new decision for Chrome
Google is facing investigations initiated by regulatory authorities in many countries. The UK Competition and Markets Authority (CMA) was also one of the influential forces in the decision to remove third-party cookies for Google Chrome. Although the company has stated that it will continue to consult the CMA as it progresses within the framework of its new vision, it remains unclear whether this will be enough to convince the regulators.
Source link: https://www.teknoblog.com/google-chrome-ucuncu-taraf-cerezlere-dokunmayacak/