Google Delays the End of Third-Party Cookies Until the Secon

Google Delays the End of Third-Party Cookies Until the Secon

Сообщение shuklarani88 24 сен 2022, 12:56

Removing third-party cookies in Chrome will have to wait a little longer. After announcing its disappearance for this year, and after delaying it until 2023, Google has changed plans again and now considers the second half of 2024 as the deadline for removing third-party cookies from your browser. The Google extension is a relief to digital companies concerned about the feasibility of alternatives to collecting user data for advertising purposes . The industry fears that these new options will not provide the same levels of depth and precision in audience segmentation and results measurement. Third-party cookies are legal and their use does not infringe the data protection rules, as long as the user expressly consents to these cookies being stored in their browser for promotional purposes .

Something that raises more and more fears among the population, as evidenced by the fact that only 32% of Americans accept all cookies when accessing a website ( Statista data corresponding to June 2021 ). Thus, the search for alternatives is one of the most urgent challenges for online marketing. End of 2024: new horizon to say goodbye to third-party Whatsapp Number List cookies This delay in disabling third-party cookies is due, according to Google, to the need to have a longer period of time to work on its Privacy Sandbox . The objective is that, when the blackout occurs, other effective monitoring technologies that dispense with finger printing are already in operation , that is, that do not carry out an individualized identification of users, as dictated by the principles of Data Ethics .

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With this move Google is following in the footsteps of browsers like Safari and Firefox , which have long disabled third-party cookies to attract more careful users with regard to their privacy. However, Chrome is still the benchmark on the Internet. According to Statcounter , Google's browser is the first in worldwide market share , with 65% ahead of Apple's Safari, with just under 19%.4 Source: StatCounter Global Stats – Browser Market Share Evolution of the global market share of the main web browsers between July 2021 and July 2022 Why is Google delaying the deletion of cookies for the second time? The horizon of the second half of 2024 gives Google enough time to run the appropriate tests with Privacy Sandbox technologies .
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