What to Know:
– Google is starting to phase out third-party cookies in its Chrome browser.
– The company plans to disable third-party cookies for 1% of Chrome users in 2024.
– This move is part of Google’s Privacy Sandbox initiative to improve user privacy while still allowing targeted advertising.
– Google aims to completely remove third-party cookies from Chrome by the end of 2023.
– The company will gradually increase the percentage of users affected by this change over time.
– Google is working on alternative solutions, such as Federated Learning of Cohorts (FLoC), to replace third-party cookies.
– FLoC groups users into cohorts based on their browsing behavior, allowing advertisers to target groups of users instead of individuals.
– The phasing out of third-party cookies will have a significant impact on the digital advertising industry, as it will change the way advertisers track and target users.
The Full Story:
Google has announced that it will begin phasing out third-party cookies in its Chrome browser, starting with 1% of users in 2024. This move is part of Google’s ongoing efforts to improve user privacy while still allowing targeted advertising.
Third-party cookies are small pieces of code that track users’ browsing behavior across different websites. They are commonly used by advertisers to deliver personalized ads based on users’ interests and online activities. However, they have also raised concerns about privacy and data security.
Google’s plan to disable third-party cookies for 1% of Chrome users in 2024 is a significant step towards its goal of completely removing them from the browser by the end of 2023. The company will gradually increase the percentage of users affected by this change over time.
To replace third-party cookies, Google is working on alternative solutions as part of its Privacy Sandbox initiative. One of these solutions is Federated Learning of Cohorts (FLoC), which groups users into cohorts based on their browsing behavior. Advertisers can then target these cohorts instead of individual users, preserving user privacy while still allowing targeted advertising.
FLoC has been met with mixed reactions from the digital advertising industry. While some see it as a promising alternative to third-party cookies, others have raised concerns about its effectiveness and potential impact on ad targeting.
The phasing out of third-party cookies will have a significant impact on the digital advertising industry. Advertisers heavily rely on third-party cookies for tracking and targeting users, and this change will require them to find new ways to reach their target audience.
Google’s move towards phasing out third-party cookies aligns with broader industry trends and regulatory changes. Other web browsers, such as Safari and Firefox, have already implemented restrictions on third-party cookies. Additionally, privacy regulations like the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA) have put more emphasis on user privacy and data protection.
While Google’s decision to disable third-party cookies is a step towards improving user privacy, it also raises concerns about the company’s dominance in the digital advertising industry. As Google controls both the browser and the advertising ecosystem, some critics argue that this move could further consolidate its power and limit competition.
In conclusion, Google’s plan to phase out third-party cookies in Chrome is a significant development in the ongoing efforts to improve user privacy. The company’s decision to disable third-party cookies for 1% of users in 2024 is the first step towards completely removing them from the browser by the end of 2023. This move will have a significant impact on the digital advertising industry, forcing advertisers to find new ways to track and target users. While Google’s alternative solution, FLoC, has its own challenges, it represents a potential path forward for targeted advertising while preserving user privacy.
Original article: https://www.searchenginejournal.com/google-to-disable-third-party-cookies-for-1-of-chrome-users/498429/